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외국도서
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경제경영/인문사회
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경제/경영
New Rules of Marketing and PR
2013년 9월 9일 이후 누적수치입니다.
- 저 : Scott, David Meerman
- 출판사 : Wiley
- 발행 : 2007년 06월 04일
- 쪽수 : 0
- ISBN : 9780470113455
| 정가 |
24,000원 |
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24,000원
720P (3%적립)
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| 적립혜택 |
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이벤트/기획전
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연관도서(1)
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상품권
목차
| Foreword | p. xvii |
| Introduction | p. xxi |
| The New Rules | p. xxiii |
| Trying to Write Like a Blog, But in a Book | p. xxiv |
| Showcasing Innovative Marketers | p. xxvi |
| How the Web Has Changed the Rules of Marketing and PR | p. 1 |
| The Old Rules of Marketing and PR Are Ineffective in an Online World | p. 3 |
| Advertising: A Money Pit of Wasted Resources | p. 5 |
| One-Way Interruption Marketing Is Yesterday's Message | p. 6 |
| The Old Rules of Marketing | p. 8 |
| Public Relations Used to Be Exclusively about the Media | p. 8 |
| Public Relations and Third-Party Ink | p. 10 |
| Yes, the Media Are Still Important | p. 10 |
| Press Releases and the Journalistic Black Hole | p. 11 |
| The Old Rules of PR | p. 12 |
| Learn to Ignore the Old Rules | p. 14 |
| The New Rules of Marketing and PR | p. 15 |
| The Long Tail of Marketing | p. 17 |
| Tell Me Something I Don't Know, Please | p. 19 |
| Bricks-and-Mortar News | p. 21 |
| Advice from the Company President | p. 23 |
| The Long Tail of PR | p. 24 |
| The New Rules of Marketing and PR | p. 25 |
| The Convergence of Marketing and PR on the Web | p. 26 |
| Reaching Your Buyers Directly | p. 27 |
| Let the World Know about Your Expertise | p. 31 |
| Develop Messages Your Buyers Want to Hear | p. 31 |
| Buyer Personas: The Basics | p. 32 |
| Think Like a Publisher | p. 35 |
| Tell Your Organization's Story Directly | p. 36 |
| Know the Goals and Let Content Drive Action | p. 37 |
| Content and Thought Leadership | p. 38 |
| Web-Based Communications to Reach Buyers Directly | p. 41 |
| Blogs: Tapping Millions of Evangelists to Tell Your Story | p. 43 |
| Blogs, Blogging, and Bloggers | p. 45 |
| Understanding Blogs in the World of the Web | p. 47 |
| The Three Uses of Blogs for Marketing and PR | p. 50 |
| Monitor Blogs-Your Organization's Reputation Depends on It | p. 51 |
| Comment on Blogs to Get Your Viewpoint Out There | p. 53 |
| Do You Allow Employees to Send E-Mail? How about Letting Them Blog? | p. 56 |
| Breaking Boundaries: Blogging at McDonald's | p. 57 |
| The Power of Blogs | p. 59 |
| Get Started Today | p. 60 |
| The New Rules of News Releases | p. 61 |
| News Releases in a Web World | p. 63 |
| The New Rules of News Releases | p. 64 |
| If They Find You, They Will Come | p. 64 |
| Driving Buyers into the Sales Process | p. 67 |
| Reach Your Buyers Directly | p. 68 |
| Audio Content Delivery through Podcasting | p. 69 |
| Putting Marketing Back in Musicians' Control | p. 71 |
| Podcasting: More Than Just Music | p. 74 |
| Forums, Wikis, and Your Targeted Audience | p. 77 |
| Your Best Customers Participate in Online Forums-So Should You | p. 81 |
| Your Space in the Forums | p. 85 |
| Wikis, List Serves, and Your Audience | p. 87 |
| Creating Your Own Wiki | p. 89 |
| Going Viral: The Web Helps Audiences Catch the Fever | p. 91 |
| Minty-Fresh Explosive Marketing | p. 92 |
| Monitoring the Blogosphere for Viral Eruptions | p. 93 |
| Creating Viral Buzz for Fun and Profit | p. 96 |
| The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet | p. 96 |
| When You Have Explosive News, Make It Go Viral | p. 97 |
| The Content-Rich Web Site | p. 101 |
| Political Advocacy on the Web | p. 102 |
| Content: The Focus of Successful Web Sites | p. 105 |
| Putting It All Together with Content | p. 106 |
| The Great Web Site: More an Art Than a Science | p. 108 |
| Action Plan for Harnessing the Power of the New Rules | p. 111 |
| You Are What You Publish: Building Your Marketing and PR Plan | p. 113 |
| What Are Your Organization's Goals? | p. 114 |
| Buyer Personas and Your Organization | p. 116 |
| The Buyer Persona Profile | p. 118 |
| The Importance of Buyer Personas in Web Marketing | p. 121 |
| In Your Buyers' Own Words | p. 122 |
| What Do You Want Your Buyers to Believe? | p. 125 |
| Developing Content to Reach Buyers | p. 127 |
| Launching a Baby Dinosaur | p. 128 |
| Stick to Your Plan | p. 132 |
| Online Thought Leadership to Brand Your Organization as a Trusted Resource | p. 133 |
| Developing Thought Leadership Content | p. 134 |
| Forms of Thought Leadership Content | p. 135 |
| How to Create Thoughtful Content | p. 138 |
| Leveraging Thought Leaders outside of Your Organization | p. 139 |
| How Much Money Does Your Buyer Make? | p. 140 |
| How to Write for Your Buyers | p. 143 |
| An Analysis of Gobbledygook | p. 144 |
| Poor Writing: How Did We Get Here? | p. 145 |
| Effective Writing for Marketing and PR | p. 147 |
| The Power of Writing Feedback (from Your Blog) | p. 148 |
| How Web Content Influences the Buying Process | p. 151 |
| Segmenting Your Buyers | p. 153 |
| Elements of a Buyer-Centric Web Site | p. 155 |
| Using RSS to Deliver Your Web Content to Targeted Niches | p. 159 |
| Link Content Directly into the Sales Cycle | p. 160 |
| A Friendly Nudge | p. 161 |
| Close the Sale and Continue the Conversation | p. 162 |
| An Open-Source Marketing Model | p. 163 |
| How to Use News Releases to Reach Buyers Directly | p. 167 |
| Developing Your News Release Strategy | p. 168 |
| Publishing News Releases through a Distribution Service | p. 169 |
| Reaching Even More Interested Buyers with RSS Feeds | p. 171 |
| Simultaneously Publishing Your News Releases to Your Web Site | p. 171 |
| The Importance of Links in Your News Releases | p. 172 |
| Focus on the Keywords and Phrases Your Buyers Use | p. 173 |
| Include Appropriate Social Media Tags | p. 175 |
| If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too! | p. 176 |
| The Online Media Room: Your Front Door for Much More Than the Media | p. 179 |
| Your Online Media Room as (Free) Search Engine Optimization | p. 180 |
| Best Practices for Online Media Rooms | p. 181 |
| An Online Media Room to Reach Journalists, Customers, Bloggers, and Employees | p. 189 |
| Really Simple Marketing: The Importance of RSS Feeds in Your Online Media Room | p. 191 |
| The New Rules for Reaching the Media | p. 193 |
| Nontargeted, Broadcast Pitches Are Spam | p. 194 |
| The New Rules of Media Relations | p. 195 |
| Blogs and Media Relations | p. 196 |
| How to Pitch the Media | p. 197 |
| Blogging to Reach Your Buyers | p. 201 |
| What Should You Blog About? | p. 202 |
| Blogging Ethics and Employee Blogging Guidelines | p. 204 |
| Blogging Basics: What You Need to Know to Get Started | p. 206 |
| Pimp Out Your Blog | p. 208 |
| Building an Audience for Your New Blog | p. 210 |
| Tag, and Your Buyer Is It | p. 211 |
| Blogging Outside of North America | p. 212 |
| What Are You Waiting For? | p. 214 |
| Podcasting and Video Made, Well, as Easy as Possible | p. 217 |
| Podcasting 101 | p. 217 |
| My Audio Is Your Podcast | p. 221 |
| Video and Your Buyers | p. 223 |
| Knifing the Competition...and It's All Caught on Video | p. 226 |
| Social Networking Sites and Marketing | p. 229 |
| Check Me Out on MySpace | p. 229 |
| Do You Squidoo? | p. 231 |
| Optimizing Social Networking Pages | p. 233 |
| Second Life: Marketing in a Virtual World | p. 235 |
| Search Engine Marketing | p. 241 |
| Search Engine Optimization | p. 243 |
| The Long Tail of Search | p. 244 |
| Carve Out Your Own Search Engine Real Estate | p. 245 |
| Web Landing Pages to Drive Action | p. 246 |
| Search Engine Marketing in a Fragmented Business | p. 249 |
| Make It Happen | p. 253 |
| Great for Any Organization | p. 255 |
| Now It's Your Turn | p. 258 |
| Acknowledgments | p. 259 |
| Index | p. 267 |
| About the Author | p. 276 |
| Table of Contents provided by Ingram. All Rights Reserved. |
책소개
For marketers, The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work. This one-of-a-kind guide includes a step-by-step action plan for harnessing the power of the Internet to create compelling messages, get them in front of customers, and lead those customers into the buying process.
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