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The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly Paperback – July 31, 2017
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From the Back Cover
A NEW EDITION OF THE MODERN MARKETING CLASSIC!
The pioneering guide to the future of marketing, The New Rules of Marketing & PR, has been updated and revised to retain its place as the top marketing and public relations book available. For professionals, entrepreneurs, business owners, professors and students alike, this completely revised and updated sixth edition offers actionable strategies that can be implemented immediately.
Inside you'll find new case studiesincluding on the 2016 presidential electionthe latest on new media platforms, such as Snapchat and Facebook Live, and more tried-and-true ways for businesses of any size to use free, web-based communications to connect with countless new customers while turning old ones into fierce advocates for their products and services.
"When I read The New Rules of Marketing & PR for the first time, it was a 'eureka' moment for me at HubSpot. David nailed the fundamental shifts going on in the buyer-seller relationship and wrote the classic text to help marketers take advantage of them."
Brian Halligan, CEO, HubSpot; coauthor of Inbound Marketing
"David is informative, entertaining and inspiring! No one knows more about new ways to reach buyers. The groundbreaking strategies in this book reinvent the way entrepreneurs engage the marketplace and grow business."
"This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition."
Publishers Weekly (starred review)
"The New Rules of Marketing & PR presents a vision of how marketing is done today and in the future. Shunning the old and ineffective methods of the past, David Meerman Scott shows us how the new world of social media and real-time marketing are changing the business landscapeand most importantlyhow your company can leverage these insights to bring them to the forefront of your market."
DR. David S. Ricketts, Innovation Fellow, Technology and Entrepreneurship Center at Harvard (TECH)
About the Author
DAVID MEERMAN SCOTT is the author of ten books including Real-Time Marketing & PR, The New Rules of Sales & Service, and Newsjacking. David's popular blog, advisory work with fast-growing companies, and speaking engagements around the world give him a singular perspective on how businesses are implementing new strategies to reach buyers directly and in real time.
Top customer reviews
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This Third Edition, which has completely updated case studies and examples also includes a much needed Marketing and PR Strategy Plan template designed to help people get started in a step-by-step approach to social media. There's a great new chapter on measuring your success in the new media space and highlights some practical ways to start measuring your ROI. I particularly enjoyed a section entitled "The Power of Free." - Read it, it's worth the price of the book.
Finally, David Meerman Scott's new edition includes a whole new section on Mobile Marketing that covers everything from GeoLocation to Mobile Apps and Mobile Newsrooms. You'll really like his fun new concept of Cyber Graffiti.
In short, a book that's sold over 250,000 copies and set many of the Fortune 1000 company's social strategies in motion can't be ignored. You'll really enjoy the Third Edition - even if you've read the first two.
If you know what you're doing in the social space... buy a copy for your executive team. They'll immediately embrace your activities and start championing your efforts in the new media world.
In short, you can't publish a book called The New Rules of Marketing and PR in an internet age unless it's updated to still be 'New.' David's done exactly that and it's worth the read!
Looking back ten years ago, something very significant happened in 2007. And no, I’m not talking about the introduction of the Apple iPhone. I’m talking about the first edition of "The New Rules of Marketing and PR."
Throughout the ages, man believed that the universe rotated around Earth. About 500 years ago, Copernicus began the Copernican Revolution by proving that the earth actually rotated around the sun instead of the opposite, which was commonly assumed and understood. Copernicus got a lot of pushback and spent the rest of his long life explaining what was considered a very controversial, sometimes blasphemous idea that was imminently evident and provable.
In a similar way, "The New Rules of Marketing and PR" set out to show how the popular beliefs of marketing and PR were no longer correct. The book explains that there are (and have always been) three ways to get a buyer’s attention:
1-You can buy attention with advertising such as television commercials, magazine and newspaper ads, the yellow pages, billboards, trade show floor space, direct-mail list and the like.
2-You can beg for attention from the editorial gatekeepers like radio and TV stations, magazines, newspapers, and trade journals.
3-You can have a team of salespeople bug for attention one person at a time by knocking on doors, calling people on the telephone, sending personal emails, or waiting for individuals to walk into your showroom.
But now, in this new era where you can speak directly to your buyers – you can earn attention online by using the ideas in The New Rules of Marketing and PR by creating something interesting, and publishing it online for free: such as a YouTube video, blog, research report, series of photos, Twitter stream, e-book, Facebook fan page, or other piece of web content. Ten years later, this is still controversial stuff to many organizations. But it has been proven to work – in fact it’s more effective than the other three approaches of buying, begging or bugging for attention.
I love reading marketing and sales books. I’ve read hundreds of them. But there are two books that, looking back, have had the biggest impact on my working life. Two books that are milestones in my career journey. The first was "Ogilvy on Advertising" by David Ogilvy. In the 1980s after three years in the U.S. Army overseas, I returned stateside and went back to school to study business. When considering different careers I asked a professor who had worked in advertising for a book recommendation so I could learn more about advertising.
I read "Ogilvy on Advertising" and decided immediately that I wanted a career in advertising. I then worked at big Madison Avenue ad agencies for the first 10 years of my career and later started my own advertising agency. But after about 25 years in advertising I started to notice that the “TV industrial complex” was losing its gravitational pull. No longer was paid advertising the center of the universe when it came to attracting the attention of buyers. What the heck? People were starting to do their own buying research online instead of asking a salesperson. And to add insult to injury, technology was making it easier for people to avoid unwanted, interruptive marketing messages.
I learned just how horrifying change can be. It was as if the earth was shifting beneath where I stood. I started to feel like I was turning into a marketing dinosaur headed for extinction. I went through the classic five stages of grief: denial, anger, bargaining, depression and acceptance. That’s when I read "The New Rules of Marketing and PR." It helped me understand the fundamental changes occurring in how people obtain information and make buying decisions. It was as if the clouds parted, the sun came through and everything made sense. But even more importantly, it helped me chart a new course for my business and career. And I’m not the only one.
"The New Rules of Marketing and PR" has become an international bestseller over the last ten years. It’s been translated into 29 languages from Albanian to Vietnamese, and is used as a text in hundreds of universities and business schools worldwide. I’m often asked for a book recommendation to help people better understand the new world of modern marketing. I always recommend the latest edition of The New Rules of Marketing and PR.
And to listen to an interview with David Meerman Scott about the 6th edition of "The New Rules of Marketing and PR", visit MarketingBookPodcast.com
What really amazed me about this book was the simplicity by which Scott uses to illustrate his points making it tangible for even the lowest of layman. Citing case studies and practical examples as he goes, he literally charts a road-map for your internet marketing and media relations success. Although I haven’t read this book in years, I’ll revisit a couple chapters at least once a month for guidance on how to best leverage a particular promotional medium for more sales, or how to better send out press releases to get published. Out of the hundreds of books about marketing I have read, this is without a doubt in my top ten. Get it today!