The New Rules of Marketing and PR
David Meerman Scott, «The New Rules of Marketing and PR How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly»
John Wiley | ISBN: 0470113456 | PDF | 1,16 Mb | 304 Pages | 2007 Year
John Wiley | ISBN: 0470113456 | PDF | 1,16 Mb | 304 Pages | 2007 Year
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.
No MIRROR!