"This excellent look at the basics of new-millennial marketing..." (Publishers Weekly, August 6, 2007)
"... The New Rules of Marketing and PR" ist ein einzigartiger Praxisleitfaden in englischer Sprache, der anschaulich demonstriert, wie Sie als Unternehmer das enorme Potenzial der Internetkommunikation (Pressemitteilungen, Blogs, Podcasts, Virales Marketing, etc.) erfolgreich für Marketing- und PR-Zwecke nutzen können. Er zeigt PR- und Marketingexperten, wie mit der richtigen Botschaft zur richtigen Zeit die richtige Zielgruppe angesprochen wird und enthält einen Aktionsplan, der Schritt für Schritt erklärt, wie das Potenzial des Internets effektiv udn effizient zu nutzen ist." (Der Platow Brief, Nr. 75/2007)
Though it may not yet have affected the value of 30 seconds of Super Bowl advertising, PR insider Scott argues that understanding the growing irrelevance of marketing's "old rules" is vital to thriving in the new media jungle. Already apparent in newspapers and magazines (with sharp downturns in circulation and ads), radio (on the losing end of the iPod revolution) and direct mail (digitally replaced by spam), the imminent fall of traditional mass media marketing means new opportunities for legions of smaller companies and independent professionals who need to reach niche markets cheaply and effectively. The way Scott sees it, this is also good news for consumers: the online culture of integrity and information tends to produce quality content for less, as opposed to the vapid, one-sided and pricey advertising of print media and television. Scott provides the technical novice a thoughtful and accessible guide to cutting-edge media arenas and formats such as RSS, vodcasts and viral marketing, without neglecting the fact that technological wizardry can't substitute for a well-thought out marketing program. Besides emphasizing fundamentals like defining one's audience, Scott also drills home the ethos and etiquette of the web, encouraging content that's both useful and unobtrusive. This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition. (July) (Publishers Weekly, August 6, 2007)
"The Internet is not so much about technology as it is about people. David Meerman Scott, in his remarkable The New Rules of Marketing and PR
, goes far beyond technology and explores the ramifications of the Web as it pertains to people. He sets down a body of rules which show you how to negotiate those ramifications with maximum effectiveness. And he does it with real-life case histories and an engaging style." —Jay Conrad Levinson,
The Father of Guerrilla Marketing and Author, Guerrilla Marketing
series of books
"The New Rules of Marketing & PR teaches readers how to launch a thought leadership campaign by using the far-reaching, long-lasting tools of social media. It is an invaluable guide for anyone who wants to make a name for themselves, their ideas, and their organization."
—Mark Levy, Co-author of How to Persuade People Who Don’t Want to be Persuaded and founder of Levy Innovation: A Marketing Strategy Firm
"The history of marketing communications - about 60 years or so - has been about pushing messages to convince prospects to take some action we need. Now marketing communications, largely because the overwhelming power and influence of the web and other electronic communications, is about engaging in conversation with prospects and leading / persuading them to take action. David Meerman Scott shows how marketing is now about participation and connection, and no longer about strong arm force."
—Roy Young, Chief Revenue Officer, MarketingProfs.com and co-author Marketing Champions: Practical Strategies for Improving Marketing’s Power, Influence and Business Impact