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

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The most updated edition yet of the benchmark guide to marketing and PR, with the latest social media, marketing, and sales trends, tools, and real-world examples of success This is the fifth edition of the pioneering guide to the future of marketing. The New Rules of Marketing & PR is an international bestseller with more than 350,000 copies sold in over twenty-five languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to directly communicate with buyers, raise visibility, and increase sales. This practical guide is written for marketing professionals, PR professionals, and entrepreneurs who want to grow their businesses and create success. Learn how companies, nonprofits, and organizations of all sizes can leverage web-based content to get timely, relevant information to eager, responsive buyers for a fraction of the cost of big-budget campaigns. This fifth edition--the most extensively revised edition yet--includes: Dozens of compelling case studies with revisions Real-world examples of content marketing and inbound marketing strategies and tactics A fresh introduction A new chapter on sales and service Coverage of the latest social media platforms, including Periscope, Meerkat, and Snapchat The New Rules of Marketing & PR is an unparalleled resource for entrepreneurs, business owners, nonprofit managers, and all of those working in marketing or publicity departments. This practical guide shows how to devise successful marketing and PR strategies to grow any business. David Meerman Scott is a marketing strategist, bestselling author of ten books--including three international bestsellers--advisor to emerging companies such as HubSpot, and a professional speaker on marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two publicly traded US companies and was Asia marketing director for Knight-Ridder, at the time one of the world's largest information companies.show more

Product details

  • Paperback | 480 pages
  • 155 x 230 x 35mm | 544.31g
  • John Wiley & Sons Inc
  • New York, United States
  • English
  • Revised
  • 5th Revised edition
  • 1119070481
  • 9781119070481
  • 23,289

Back cover copy

Grow your business with the fifth edition of this modern business classic! The pioneering guide to the future of marketing, The New Rules of Marketing & PR, has been updated and revised to retain its place as the top marketing and public relations book available. Learn the latest tools and techniques to communicate with buyers directly and in real-time, raise online visibility, and increase sales. For professionals, entrepreneurs, business owners, and professors alike, this one-of-a-kind guide offers actionable strategies that can be implemented immediately. In this completely revised and updated Fifth Edition, David Meerman Scott offers fresh examples of success from organizations around the world; delivers revised and expanded information on techniques like Inbound Marketing, Content Marketing, and Newsjacking; and offers the latest on social networks such as YouTube, Twitter, Facebook, Instagram, Snapchat, and LinkedIn. The New Rules of Marketing & PR gives you the inside track to gain attention for your product, service, or idea at a fraction of the cost of traditional marketing and PR programs. "When I read The New Rules of Marketing & PR for the first time, it was a 'eureka' moment for me at HubSpot. David nailed the fundamental shifts going on in the buyer-seller relationship and wrote the classic text to help marketers take advantage of them." --Brian Halligan, CEO, HubSpot; coauthor of Inbound Marketing "David is informative, entertaining and inspiring! No one knows more about new ways to reach buyers. The groundbreaking strategies in this book reinvent the way entrepreneurs engage the marketplace and grow business." --Tony Robbins "This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition." --Publishers Weekly (starred review)show more

Review quote

""If there is only one book out there that the marketing departments have on the must-read list, this is it.......for those wading into social media space, give this a read and pass it along to your in-house head of comms for maximum benefit"" (Entrepreneur Middle East, January 2016)""an essential reference book that offers value to all working in this field.....for seasoned professionals it offers an excellent benchmark for a range of marketing channels"" (B2B Marketing, February 2016)show more

About David Meerman Scott

DAVID MEERMAN SCOTT is the author of ten books including Real-Time Marketing & PR, The New Rules of Sales & Service, and Newsjacking. His books open people's eyes to the new realities of sales, marketing, and public relations. David's popular blog, advisory work with fast-growing companies, and hundreds of speaking engagements around the world give him a singular perspective on how businesses are implementing new strategies to reach buyers directly and in real time.show more

Table of contents

Foreword by Robert Scoble xixIntroduction 1The New Rules 3Life with the New Rules 5What's New 7Writing Like on a Blog, But in a Book 8Showcasing Success 10I How the Web Has Changed the Rules of Marketing and PR 131 The Old Rules of Marketing and PR Are Ineffective in an Online World 15Advertising: A Money Pit of Wasted Resources 18One-Way Interruption Marketing Is Yesterday's Message 19The Old Rules of Marketing 20Public Relations Used to Be Exclusively about the Media 21Public Relations and Third-Party Ink 22Yes, the Media Are Still Important 22Press Releases and the Journalistic Black Hole 23The Old Rules of PR 24Learn to Ignore the Old Rules 252 The New Rules of Marketing and PR 27The Most Important Communication Revolution in Human History 28Open for Business 29The Long Tail of Marketing 32Tell Me Something I Don't Know, Please 33Bricks-and-Mortar News 34The Long Tail of PR 36The New Rules of Marketing and PR 37The Convergence of Marketing and PR on the Web 383 Reaching Your Buyers Directly 39The Right Marketing in a Wired World 40Let the World Know about Your Expertise 41Develop Information Your Buyers Want to Consume 43Big Birge Plumbing Company Grows Business in a Competitive Market 44Buyer Personas: The Basics 45Think Like a Publisher 48Staying Connected with Members and the Community 48Know the Goals and Let Content Drive Action 51Content and Thought Leadership 52II Web-Based Communications to Reach Buyers Directly 534 Social Media and Your Targeted Audience 55What Is Social Media, Anyway? 56Social Media Is a Cocktail Party 57"Upgrade to Canada" Social Program Nabs Tourists from Other Countries 58Social Networking and Agility 59The New Rules of Job Search 61How to Find a New Job via Social Media 63Insignificant Backwaters or Valuable Places to Connect? 65Your Best Customers Participate in Online Forums--So Should You 68Your Space in the Forums 71Wikis, Listservs, and Your Audience 73Social Networking Drives Adagio Teas' Success 745 Blogs: Tapping Millions of Evangelists to Tell Your Story 78Blogs, Blogging, and Bloggers 80A Blog (or Not a Blog) 81California Lawyer Blogs to Build Authority and Drive More Business 83Understanding Blogs in the World of the Web 85The Four Uses of Blogs for Marketing and PR 87Monitor Blogs--Your Organization's Reputation Depends on It 88Comment on Blogs to Get Your Viewpoint Out There 89Work with the Bloggers Who Talk about You 90Bloggers Love Interesting Experiences 92How to Reach Bloggers around the World 93Do You Allow Employees to Send Email? How about Letting Them Blog? 94Not Another Junky Blog 95The Power of Blogs 97Get Started Today 976 Audio and Video Drive Action 99Create Goodwill with Customers 99What University Should I Attend? 101The Best Job in the World 102Have Fun with Your Videos 104Audio Content Delivery through Podcasting 106Hack the Entrepreneur Podcast Delivers New Customers for Host's Business 107Grammar Girl Podcast 1097 Going Viral: The Web Helps Audiences Catch the Fever 112Minty-Fresh Explosive Marketing 113Monitoring the Blogosphere for Viral Eruptions 114Creating a World Wide Rave 116Rules of the Rave 117Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download 119Using Creative Commons to Facilitate Mashups and Spread Your Ideas 120Viral Buzz for Fun and Profit 121The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet 122Clip This Coupon for $1 Million Off Fort Myers, Florida, Home 123When You Have Explosive News, Make It Go Viral 1248 The Content-Rich Website 127Political Advocacy on the Web 128Content: The Focus of Successful Websites 130Reaching a Global Marketplace 131Putting It All Together with Content 132Great Websites: More Art Than Science 1349 Marketing and PR in Real Time 137Real-Time Marketing and PR 138John Green Thumps Tom Cruise 141Dshow more

Review Text

"If there is only one book out there that the marketing departments have on the must-read list, this is it.......for those wading into social media space, give this a read and pass it along to your in-house head of comms for maximum benefit" (Entrepreneur Middle East, January 2016)"an essential reference book that offers value to all working in this field.....for seasoned professionals it offers an excellent benchmark for a range of marketing channels" (B2B Marketing, February 2016)show more

Rating details

4,243 ratings
3.89 out of 5 stars
5 33% (1,393)
4 34% (1,456)
3 24% (1,027)
2 7% (276)
1 2% (91)
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