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The new rules of marketing and PR : how to use news releases, blogs, podcasting, viral marketing & online media to reach buyers directly /
"The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers large and small companies, nonprofits, entrepreneurs, political organizations, consultants, even rock bands and churches. Finally, you can speak directly to customers and buyers, estab...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken, N.J. :
John Wiley & Sons,
2007.
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- I. How the web has changed the rules of marketing and PR
- 1. The old rules of marketing and PR are ineffective in an online world
- 2. The new rules of marketing and PR
- 3. Reaching your buyers directly
- II. Web-based communications to reach buyers directly
- 4. Blogs : tapping millions of evangelists to tell your story
- 5. The new rules of news releases
- 6. Audio content delivery through podcasting
- 7. Forums, wikis, and your targeted audience
- 8. Going viral : the web helps audiences catch the fever
- 9. The content-rich web site
- III. Action plan for harnessing the power of the new rules
- 10. You are what you publish : building your marketing and PR plan
- 11. Online thought leadership to brand your organization as a trusted resource
- 12. How to write for your buyers
- 13. How web content influences the buying process
- 14. How to use news releases to reach buyers directly
- 15. The online media room : your front door for much more than the media
- 16. The new rules for reaching the media
- 17. Blogging to reach your buyers
- 18. Podcasting and video made, well, as easy as possible
- 19. Social networking sites and marketing
- 20. Search engine marketing
- 21. Make it happen.