The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly (Anglais) Broché – 13 août 2013
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Présentation de l'éditeur
The benchmark guide to marketing and PR, updated with the latest social media and marketing trends, tools, and real–world examples of success
The New Rules of Marketing & PR, 4th Edition is the pioneering guide to the future of marketing, an international bestseller with more than 300,000 copies sold in over 25 languages. It offers a step–by–step action plan for harnessing the power of modern marketing and PR to communicate with buyers directly, raise visibility, and increase sales. It shows how large and small companies, nonprofits, and other organizations can leverage Web–based content to get the right information to the right people at the right time for a fraction of the cost of big–budget campaigns.
Including a wealth of compelling case studies and real–world examples of content marketing and inbound marketing success, this is a practical guide to the new reality of reaching buyers when they′re eager to hear from you.
- Includes updated information, examples, and case studies plus an examination of newly popular tools such as Infographics, photo–sharing using Pinterest and Instagram, as well as expanded information on social media such as YouTube, Twitter, Facebook, and LinkedIn
- David Meerman Scott is a marketing strategist, bestselling author of eight books including three international bestsellers, advisor to emerging companies including HubSpot, and a professional speaker on topics including marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two U.S. publicly traded companies and was Asia marketing director for Knight–Ridder, at the time one of the world′s largest information companies.
The New Rules of Marketing & PR offers the single resource for entrepreneurs, business owners, nonprofit managers as well as those working in marketing or publicity departments to build a marketing and PR strategy to grow any business.
Quatrième de couverture
Market to win with the fourth edition of this modern–day business classic!
The one–of–a–kind guide to the future of marketing is back with the very latest digital trends in marketing and PR. Learn new tools and techniques to communicate with buyers directly, raise online visibility, and increase sales. For professionals, entrepreneurs, business owners, and professors alike, this pioneering guide offers actionable strategies that can be implemented immediately. In this completely revised and updated Fourth Edition, author David Meerman Scott offers fresh examples of success from organizations around the world; examines newly popular tools such as infographics and photo–sharing using Pinterest and Instagram; and delivers expanded information on social media such as YouTube, Twitter, Facebook, and LinkedIn. The New Rules of Marketing & PR once again brings you all the hottest insider tips so you can confidently market any product, service, or idea for a fraction of the cost of traditional marketing and PR programs.
"When I read The New Rules 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, and coauthor of Inbound Marketing
"I′ve relied heavily on The New Rules of Marketing & PR as a core text for my New Media and Public Relations course at Boston University for the past twelve semesters. David′s book is a bold, crystal–clear, and practical guide toward a new (and better) future for the profession."
Stephen Quigley, Boston University
"You′re not supposed to be able to do what David Meerman Scott is about to tell you in this book!"
Robert Scoble, coauthor of Naked Conversations, Scobleizer.com
"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)
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Au travers de nombreux exemples concrets, cet ouvrage vous permettra d’appréhender les nouvelles règles du marketing digital 'customer-centric' et de vous familiariser avec les différents outils (blog, news releases, newsjacking...) permettant de les mettre en œuvre.
Commentaires client les plus utiles sur Amazon.com (beta)
The Fourth Edition has completely new and updated case studies, and a wonderfully compelling new section on Newsjacking (which I'm eager to embrace after reading the book.) There are interesting new insights into app development (including a chapter on Uber.) I particularly enjoyed David's Instagram section and the new (and compelling) ideas to leverage Google Plus and Google Hangouts for my business.
In short, there aren't many books I recommend you own a paperback copy of (as opposed to an electronic edition) but this is one of them. You'll find yourself referencing it for the next two years (or at least until David Meerman Scott releases the 5th edition.)
The are a couple of things you should bear in mind.
One is that, as a leading thought leader, David Meerman Scott "walks the walk." In contrast to a lot of "experts" who write about online marketing, the New Rules of Marketing & PR reflects original thinking, based on his career since 2002. David Meerman Scott practices what he preaches.
As he tells his story in the Introduction, (which you can read by clicking the Look Inside! book cover image, above), David understands media from an insider perspective. He knows media from multiple perspectives. He knew how the press operated, and he knows how it operates today. This is especially evident in Chapter 23, Newsjacking, one of the new chapters.
At one time, David controlled multi-million dollar corporate marketing budgets, but realized that, as Bob Dylan said, "the times they are a'changing."
What you get in the 4th edition of The New Rules of Marketing & PR is based on what worked for him in the early years of the previous decade. David pioneered the (at the time) revolutionary view of giving drafts of chapters of the first edition of his book away for free, before his book was published to great success. Over the years, he's repeated and perfected the technique, to increasing success.
Second, there's the important element of refinement. Through the previous editions of The New Rules of Marketing & PR, David has been continuously refining and updating his ideas to reflect developing technology.
The 4th edition is as up-to-date as Obama's re-election, the mistakes that many corporations made last year following Hurricane Sandy, and what happened during the the SuperBowl "blackout" this year.
In addition, since the first edition, David has been communicating--through his blog and e-mail--with owners and managers of a broad range of businesses, agencies, associations, and nonprofits. He's listened to their stories and updated dozens of examples throughout the book.
The 4th edition reflects a major rewrite, with over 70 pages of new material, including two new chapters reflecting the latest technology. You'll learn about the latest online social media tools, and how you can use each to tell your story. You'll also discovers how others are doing it, as well as ideas and tips for using each tool.
Third, I continue to be impressed by how David Meerman Scott not only describes what he did, but he is a careful writer. He writes the way he speaks.
As someone who has interviewed him several times since the first edition, I'm impressed by the way David can says a lot in a conversational tone, carefully choosing his words, and lacing them with examples and how-to tips. Such writing doesn't come naturally. You have to work at it to get it right.
Thus, the 4th edition of The New Rules of Marketing & PR is a "safe" book to buy, even if you're familiar with the previous editions. Of course, if you're new to David Meerman Scott and his story, you have a lot of pleasant reading ahead of you!
In 2006, Scott predicted the emergence of a communication environment where "big" no longer conferred inherent advantage; where instead sincere and compelling content would resonate, no matter where it came from. He theorized why the weasel-word tone of corporate comms would no longer cut it. Before Twitter and Facebook were even on the radar, he envisioned an era where social media would lead to lightning-fast changes in reputation: obscurity to fame or fame to notoriety overnight. Not everyone believed him.
Now the world that Scott predicted is undeniably here, and the 4th edition powerfully outlines how to thrive in it. Steal it if you have to, but read this book -- especially if you're still spitting out weasel-speak like, "this call may be monitored for quality assurance purposes."
"You're not supposed to be able to do what David says you're going to inside this book."
What I like most about, and have always liked most about this book is David points to actual, documented examples of companies and their results with "new media." Some good, some bad.
Not only do you get the benefit of learning from these examples, but they back up David's points well. In addition, David "walks the walk" in media himself... for his own business as a trainer, speaker, and writer online. He produces video using a $250 video recorder, and writes solid content on his own blog, helping him to build a solid practice.
So, with this "tome" (closing in on 400 pages), you'll get it all... and I highly recommend this book if you're just starting out with social media, or if you're an executive of a Fortune 500 company.
Actually, ESPECIALLY if you're an example of a Fortune 500, we need more bigger companies adhering to the practices within this book, so David can quit pulling examples of how "NOT" to do things from your ranks. ;)
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