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

David Meerman Scott
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Kurzbeschreibung

12. Juni 2007
Praise for
 
The New Rules of Marketing & PR
 
"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 that show you how to negotiate those ramifications with maximum effectiveness. And he does it with real-life histories and an engaging style."
-Jay Conrad Levinson, "The Father of Guerrilla Marketing" and author of Guerrilla Marketing series of books
 
"The New Rules of Marketing and 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, coauthor of How to Persuade People Who Don't Want to Be Persuaded and founder of Levy Innovation, a marketing strategy company
 
"'Revolution' may be an overused word in describing what the Internet has wrought, but revolution is exactly what David Meerman Scott embraces and propels forward in this book. He exposes the futility of the old media rules and opens to all of us an insiders' game, previously played by a few well-connected specialists. With this rulebook to the online revolution, you can learn how to win minds and markets, playing by the rules of new media."
-Don Dunnington, President of the International Association of Online Communicators (IAOC),Director of Business Communications at K-Tron International, and graduate instructor in online communication at Rowan University
 
"The history of marketing communications-about sixty years or so-has been about pushing messages to convince prospects to take some action we need. Now marketing communications, largely because of 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 at MarketingProfs.com, and coauthor of Marketing Champions: Practical Strategies for Improving Marketing's Power, Influence, and Business Impact

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Produktinformation

  • Gebundene Ausgabe: 304 Seiten
  • Verlag: John Wiley & Sons; Auflage: 1. Auflage (12. Juni 2007)
  • Sprache: Englisch
  • ISBN-10: 0470113456
  • ISBN-13: 978-0470113455
  • Größe und/oder Gewicht: 22 x 14,4 x 3 cm
  • Durchschnittliche Kundenbewertung: 4.5 von 5 Sternen  Alle Rezensionen anzeigen (4 Kundenrezensionen)
  • Amazon Bestseller-Rang: Nr. 260.272 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
  • Komplettes Inhaltsverzeichnis ansehen

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Produktbeschreibungen

Pressestimmen

"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)

Rezension

"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 Marketingseries 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



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5.0 von 5 Sternen Erfolgreich mit Social Media 23. August 2009
Format:Taschenbuch
David Meerman Scott ist ein PR und Marketing Experte; einer von wenigen, der diese Bezeichnung wirklich verdient. Während uns andere von der schönen neuen "Social Media"-Welt erzählen und vor Begeisterung und/oder Unwissenheit die Praxis völlig vernachlässigen, merkt man jeder Seite dieses Buches an: Hier spricht einer, der sich auskennt. Scott zeigt uns Social Media als eine Entwicklung, die dabei ist, die Regeln von PR und Marketing grundlegend zu verändern. Zahlreiche Beispiele bringen uns Reich- und Tragweite des Social Webs nahe; wir beginnen die Möglichkeiten, aber auch Herausforderungen zu erkennen. Scott geht geordnet und leicht verständlich vor. Er erklärt schrittweise die verschiedenen Social Media Maßnahmen, die heute zur Verfügung stehen. Wie die alten Regeln von PR und Marketing durch neue abgelöst werden, macht Scott einprägsam klar, indem er diese neue Regeln an vielen Stellen prägnant zusammenfasst.
Was sind die besonderen Stärken des Buches? 1. Optimistisch, aber illusionslos: Scott beschönigt nicht, sondern sagt, wie die Sache aussieht. Seine Referenzen sind glaubhaft. Er verschont uns mit "Social Media"-Heilsversprechen, man fasst Vertrauen in seine Worte. 2. Content is King: Ohne guten Content, seien es nun Blogeinträge, News Releases, Podcasts oder Webseiten, erreicht man mit Social Media nichts. Scott betont das immer wieder und gibt uns zahlreiche Tipps, wie gute Inhalte produziert werden können. 3. Strategischer Weitblick: der Autor nimmt uns mit auf eine Reise quer durch sämtliche Bereiche des Social Media. Man spürt dabei deutlich seinen strategischen, ganzheitlichen Blick auf die zur Verfügung stehenden Maßnahmen.
Lesen Sie weiter... ›
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4.0 von 5 Sternen Interesting 11. April 2013
Format:Taschenbuch|Verifizierter Kauf
I read this book with great interest and found many suggestions making me think. Finally, I concluded for my field of work that one has to sharply distinguish which proposal can be applied to which branch.
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1 von 2 Kunden fanden die folgende Rezension hilfreich
Format:Taschenbuch
Ein wirklich ausgezeichnetes Buch was die neuen Regeln in Marketing und PR durch einen leichtes lesen und viele Beispiele für jeden klar machen. Hab es selber Freunden weiterempfehlt.
Die "Social Media" Thematik erreicht so langsam Ihren Höhepunkt und spätestens dann sollten wir unsere Marketing Aktivitäten darauf einstellen. Dieses Buch bietet dafür die Grundlagen.
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1 von 7 Kunden fanden die folgende Rezension hilfreich
Format:Taschenbuch
Durch das Internet verändert sich das Nutzungsverhalten der Menschen immer mehr. Unternehmen müssen sich diesen Gegebenheiten also anpassen sowie die neuen Chancen aufgreifen. Dies zeigt dieses Buch sehr schön auf und ist für Unternehmer, Marketing- & PR-Fachleute sicher lesenswert.
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5.0 von 5 Sternen A to Z assistance for any business 30. Mai 2007
Von Brad Shorr - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe|Verifizierter Kauf
More than anything, The New Rules of Marketing & PR ties things together. The book provides an easy to understand yet comprehensive view of the new online marketplace--a landscape that can appear quite bewildering, even to marketing specialists. With so many options at our fingertips (literally), where do we start? Blogs? Podcasts? Public relations? SEO? Paid search? Viral marketing? The list goes on. To make matters worse, technology is changing and new tools are developing almost every day.

In the early chapters, David takes a high altitude look at online marketing options, showing us how they developed, why they're important, how they work, and why they work. In later "Action Plan" chapters, he jumps into the trenches and shows us how to actually use the tools and implement programs. Throughout, he uses detailed case studies to illustrate not only the programs but the amazing results they can achieve.

But it isn't just the latest and greatest technologies that are crucially important. Public relations, for example, has been around since Gutenberg but for the first time is practical for a small company. Traditional PR was cost-prohibitive and dependent on unreachable key media contacts. But in the new world--

"...your primary audience is no longer just a handful of journalists. Your audience is millions of people with Internet connections and access to search engines and RSS readers." (Chapter 5)

Today, public relations may be the single most underutilized tool in the marketing arsenal.

Another "old" technology David brings us up to speed on is the corporate Web site. In fact, the three most important points I got out of The New Rules of Marketing & PR have enormous implications on traditional Web development.

Those key points are--

1. The most important New Rule is CONTENT. Design is important. Technology is important. But without extraordinary content, you're doomed.

2. Interruption marketing (think spam and pop-up ads) has given way to consumer-driven marketing. Yippee! "The Web is different. Instead of one-way interruption, Web marketing is about delivering useful content at just the precise moment that a buyer needs it." (Chapter 1)

3. The starting point for any New Rule program is to create customer personas. If you're going to have extraordinary content that motivates buyers to take action, you'd better know your customers inside-out.

David explains how these three principles should influence not only your corporate Web site, but every other online program you undertake.

Thankfully, David is understandable as well as instructive. One reason I've enjoyed his blog for over a year is his conversational, entertaining writing style. He makes learning easy (which is harder to do than you might think). Anyway, his book is just like his blog--illuminating and fun.

The New Rules of Marketing & PR presents the most complete picture of any book I've read. For the marketing specialist, it will fill in the gaps. For the generalist, it will open up a whole new world.
66 von 67 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen What a Wake-Up Call! 3. Juni 2007
Von Jill Konrath - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
By embracing the strategies in this book , you will totally transform your business. David Meerman Scott shows you a multitude of ways to propel your company to a thought leadership position in your market and drive sales - all without a huge budget.

From my perspective, the best thing about this book is that everyone can gain value from it. There are so many places you can start applying these new rules of marketing and PR. For example, I'm an experienced blogger, considered an expert in my field and already have a strong online presence. Yet I'm immediately going to start applying the lessons in Chapter 14: How to Use News Releases to Reach Buyers Directly.

Here's what else I like about this book:

1. The author includes numerous examples from a variety of businesses in different industries & sizes that have all used these strategies for success.

2. The book shows you multiple venues to reach your buyers directly. This circumvents the high costs of mainstream media enabling firms who are running bootstrap operations to compete with the big boys.

3. The "how to" guidelines on leveraging news releases in a web-based world are excellent. You'll learn how to create news on a regular basis, capitalize on various distribution services, focus on key words/phrases in your writing that are used by your buyers, and incorporate social media tags.

4. The insights on optimizing a website's online media room for search engines is another easy-to-implement technique with high payback.

In summary, I guarantee you that your investment in this book will be paid back many times.

~ Jill Konrath, author of Selling to Big Companies
143 von 156 Kunden fanden die folgende Rezension hilfreich
1.0 von 5 Sternen Hype and generalizations 17. Juni 2009
Von M. Ward - Veröffentlicht auf Amazon.com
Format:Taschenbuch
Get rich, be successful, blog, podcast, blah... I feel like it is 1999 all over again.

My issues with this book are:

1. It is very light on critical analysis of when these technologies are of value. Face it -- hundreds of thousand of businesses should not have blogs or employ most of these technologies.

2. There is almost no information on the return on investment of these technologies versus other marketing media or tactics. Having a media / PR person spend 10 hours developing a sketch media plan, buying ads in a circular, building an email list, etc. could be 1,000 times more beneficial than spending the hundreds of hours that costs to implement most of these tactics well.

3. The goals for using each technology should be crystal clear and realistic and the hype in this book does not reflect that.

4. Rising above the noise on the Internet is really, really hard. This book gives you no information on how to do that beyond the age old adage of "know your buyer."

I started to write - it's ironic that there is a chapter on "how to develop thoughtful content" and then I had a realization that the author is actually a good marketer. This book isn't about imparting knowledge and being useful to businesses and organizations. It's about selling books. The author is very aware of his buyer - it is somebody who is rightfully in awe of the Internet and its viral potential, heard Dell figured out how to make $3 million on twitter (their ad budget is $1.5 billion per year), and doesn't know what their first step should be. Unfortunately, this book isn't a good place to start. That person would be better served by learning about these technologies on wikipedia, reading the ClickZ website (an actually useful resources for online marketing) and asking themselves the critical questions about how these new tools could realistically improve their marketing effort.

More critical analysis of when these technologies should be used is needed, not this drivel.
129 von 146 Kunden fanden die folgende Rezension hilfreich
3.0 von 5 Sternen Some good ideas, but several misguided assumptions 16. August 2007
Von Janice King - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
If you are a marketing or PR professional who pays attention to new trends, you likely know much of the information in this book. Some sections may be useful for your executives to read when you are having trouble justifying investments in blogging and other new media activity. You may also find some useful ideas or techniques in the many examples presented here.

However, the author's arguments are hindered by his assumption that corporate marketing and PR staff are dinosaurs stuck in the practice of indiscriminate push advertising and media pitches. Scott spends too much time touting press releases as the best way to reach blog readers, a concept that ignores the true potential of blogs and related media for communicating in a deeper and more engaging way with potential customers. He also ignores the very real legal and market constraints that control much of corporate communications in his longing for businesses to adapt the free-for-all communications style of the independent blogging world. It is an unfair judgment to criticize corporate communicators for not living up to this unrealistic expectation.
30 von 34 Kunden fanden die folgende Rezension hilfreich
3.0 von 5 Sternen New Rules of Marketing & PR 3. Februar 2008
Von Jason A. Wang - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
Waste of time for small business owners, this is more for bigger company that has millions of marketing budget. A lot of theory, but few practical stuff that I can actually do without money. Instead I would recommend Word of Mouth Marketing by Andy Sernovitz, I found it to be a lot more helpful for my business. There are things in there I can actually start doing right away to better my business.
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