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Index
Cover
Praise for The New Rules of Marketing & PR
Also by David Meerman Scott
Title Page
Copyright
Dedication
Foreword by Robert Scoble
Welcome to the Third Edition of The New Rules
Third Edition
Introduction
The New Rules
Trying to Write Like a Blog, But in a Book
Showcasing Innovative Marketers
Part I: How the Web Has Changed the Rules of Marketing and PR
Chapter 1: The Old Rules of Marketing and PR Are Ineffective in an Online World
Advertising: A Money Pit of Wasted Resources
One-Way Interruption Marketing Is Yesterday's Message
The Old Rules of Marketing
Public Relations Used to Be Exclusively about the Media
Public Relations and Third-Party Ink
Yes, the Media Are Still Important
Press Releases and the Journalistic Black Hole
The Old Rules of PR
Learn to Ignore the Old Rules
Chapter 2: The New Rules of Marketing and PR
The Long Tail of Marketing
Tell Me Something I Don't Know, Please
Bricks-and-Mortar News
Advice from the Company President
The Long Tail of PR
The New Rules of Marketing and PR
The Convergence of Marketing and PR on the Web
Chapter 3: Reaching Your Buyers Directly
The Right Marketing in a Wired World
Let the World Know about Your Expertise
Develop Information Your Buyers Want to Consume
Buyer Personas: The Basics
Think Like a Publisher
Tell Your Organization's Story Directly
Know the Goals and Let Content Drive Action
Content and Thought Leadership
Part II: Web-Based Communications to Reach Buyers Directly
Chapter 4: Social Media and Your Targeted Audience
What Is Social Media, Anyway?
Social Media Is a Cocktail Party
Facebook Group Drives 15,000 People to Singapore Tattoo Show
The New Rules of Job Search
How David Murray Found a New Job via Twitter
Insignificant Backwaters or Valuable Places to Connect?
Your Best Customers Participate in Online Forums—So Should You
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