The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly

	List Price: £15.99 Our Price: £9.06 Your Save: £ ( % ) Availability: Usually dispatched within 7 to 11 days Manufacturer: John Wiley & Sons
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Binding: Hardcover Dewey Decimal Number: 658.872 EAN: 9780470113455 ISBN: 0470113456 Label: John Wiley & Sons Number Of Items: 1 Number Of Pages: 304 Publication Date: 2007-06-12 Publisher: John Wiley & Sons Studio: John Wiley & Sons
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Spotlight customer reviews: Customer Rating: Summary: A good read if you are new to internet. That's all there is to it. Comment: If I get one good idea from each book I read, I'm quite happy. This book truly has some good ideas like an analysis of the most over-used and under-meaningful phrases in PR. But apart from a handful of nice-to-knows this book is really disappointing. Too many pages for too few need-to-knows. This book is probably good for newbies to online (and social) media (i.e. they who don't know what a blog is), but I certainly cannot recommend it for "advanced users". For the former it's a nice kickstart, for the latter it's merely an overview of what you already know and hence a waste of precious time. Customer Rating: Summary: this is a bad boring book... Comment: this book is really bad!! other than telling us that blogs are the new PR and that content is king, nothing is NEW, the book keeps repeating itself..i dont reccomend it to anyone! Customer Rating: Summary: Authoritative and eminently readable Comment: Reputed consultant and keynote speaker David Meerman Scott hits the bull's eye with a timely, well-written and thoroughly enjoyable book that does just 'what it says on the tin'. Full of relevant examples and in a conversational tone, Mr Meerman Scott reveals the new rules of PR and online marketing and shows how to engage in a meaningful dialogue with clients and stakeholders bypassing the traditional media stronghold on information. Not to be missed. Customer Rating: Summary: Excellent resource for online marketing Comment: My business targets pre-start ups, new businesses and established businesses and I have found this book extremely helpful in its extensive detail about the ever-increasing opportunities for companies to promote themselves online. If you have a limited marketing budget this book will give you lots of ideas which can be implemented at a manageable cost. As a marketing strategist who always insists on goal setting and target audience definition as a starting point for any business or business project, I particularly liked Section III, which deals with establishing organisational goals and identifying buyer personae for products and/or services. An excellent resource which is very relevant to the modern world of online marketing. Customer Rating: Summary: New lamps for old Comment: There are some real gems and lots of good, solid, practical insights in this book. And I have to admit after some initial scepticism, this book is the first to provide me with real insight into how the Web, and blogging more specifically, can be used to aid PR and marketing strategies. This said, I found Scott less good with the underpinning theory; he has a tendency to make a few too many assumptions and is a bit too loose with the generalisations. This isn't necessarily a bad thing in itself, as it can make the writing `pacy' and accessible. However, I would certainly take issue with the way he defines marketing. It's a pretty one-eyed view, and to make matters worse its advertising he focuses on in the list he draws up detailing its shortcomings. At the best of times resorting to `man of straw' arguments is dubious rhetoric, and initially this made me doubt the book's `authenticity' or thought leadership, as Scott would perhaps call it. I would also argue that `interruption advertising' still has its place both of itself and when integrated into Web-based strategies. The creative variations of Cadbury's `Gorilla' advertisement on YouTube offer an intriguing insight to what can be achieved. The issue I have with Scott's book is, that to begin, he is so concerned to argue the old marketing and PR rules are dead, that he dilutes the message about how the old and the new might be better integrated to deliver more effective communications, at whatever level of access. But by the end of the book, his more measured, thoughtful and practical approach had turned me around. For me, Scott sums up his book in the following statement. The new publishing model on the Web is about. . . delivering content when and where it is needed and, in the process, branding you or your organization as a leader. When you understand your audience, those people who will become your buyers, you can craft an editorial and content strategy just for them. . . . In order to implement a successful strategy, think like a publisher. Two final comments: understanding your audience is classic, `old marketing'. Secondly, thinking like a publisher is not exactly easy, but it's what conventional PR attempts to achieve when crafting messages for its audiences. So, let's be careful not throw out the baby with the bath water.

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