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Product Description
David Meerman Scotts marketing bible has become a modern day business classic.
This is the book every ambitious, forward–thinking, progressive marketer or publicist has at the front of their shelf. Business communication has changed over the recent years. Creative ad copy is no longer enough. The New Rules of Marketing and PR has brought thousands of marketers up to speed on the changing requirements of promoting products or services in the new digital age. This is a one–of–a–kind, pioneering guide, offering a step–by–step action plan for harnessing the power of the Internet to communicate with buyers directly, raise online visibility, and increase sales. Its about getting the right message to the right people at the right time – for a fraction of the cost of a big–budget advertising campaign. This new, updated edition includes:
- A new introduction discussing recent changes to the world of marketing and PR
- A brand new chapter on mobile marketing
- An additional chapter on real–time marketing and PR
- Updated information on how to measure the success of your campaigns
- A range of new tools
- Fresh case studies
From the Back Cover
Market to win with the third edition of this modern–day business classic!
The one–of–a–kind guide to the future of marketing is back with the very latest digital trends in marketing and PR. Learn new tools and techniques to communicate with buyers directly, raise online visibility, and increase sales. For professionals, entrepreneurs, business owners, and professors alike, this pioneering guide offers actionable strategies that can be implemented immediately. In this new edition, author David Meerman Scott examines recent changes to the world of marketing and PR, including mobile marketing, new measurement tools, and fresh case studies. The New Rules of Marketing & PR once again brings you all the hottest insider tips so you can confidently market any product, service, or idea—for a fraction of the cost of traditional marketing and PR programs.
"You′re not supposed to be able to do what David Meerman Scott is about to tell you in this book!"—Robert Scoble, coauthor of Naked Conversations, Scobleizer.com
"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)
"I′ve relied heavily on The New Rules of Marketing & PR as a core text for my New Media and Public Relations course at Boston University for the past six semesters. David′s book is a bold, crystal–clear, and practical guide toward a new (and better) future for the profession."—Stephen Quigley, Boston University
"When I read The New Rules 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, and coauthor of Inbound Marketing
OVER A QUARTER MILLION COPIES IN PRINT IN MORE THAN 25 LANGUAGES
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Customer Reviews
Most Helpful Customer Reviews
16 of 17 people found the following review helpful
Format:Paperback|Amazon Vine™ Review
(What's this?)
The New Rules of Marketing and PR is a discussion with bullet lists (the rules) of how to use blogs, social media and the internet in general to boost your business. The author makes a lot of play about the difference between his 'new rules' and the 'old rules'. However, unless the rules were quite different in the USA from the UK, it seems as though the new rules aren't actually much different from the old rules, and what he describes as the 'old rules' were simply PR done badly. Nonetheless, if you can put the new/old polemic aside, this is a good book that has a lot to offer non-specialists about how to make the most of the social media revolution.
First the good points
If you aren't a PR specialist, but have done a bit of marketing or advertising, this is a very good book to get you thinking about the importance of reputation, engaging in the conversation, getting the content right, coming up with compelling ideas, and generally working strategically rather than keeping going for quick wins. A lot of this applies to other media as well, but in author Scott's own journey it seems that he discovered these things after he got into social media. It also has some useful, non-technical, sidelights on the business of working with blogs, comments, Twitter and Facebook.
Now the less good
If you look at The Essentials of Public Relations by Sam Black, published well before the social media age, most of the strategic points that author David Scott is making are already there. In Scott's list of 'old rules' you see more or less a parody of what PR is -- though a parody you encounter in the real world often enough to ring true. Scott also seems to be taking the position of 'PR as a branch of marketing' in his old rules, and seems to evolve into something closer to what PR actually is which his new rules.
Also, Scott is really only talking about the work of relatively small businesses. If you're a business leader looking at this book, then this is probably the right place to pitch it. But he's altogether less strong on voluntary organisations, charities, NGOs, campaign groups and anyone else who isn't really trying to sell a product. He does mention them in passing, but they are not the focus of this book and the constant harping on selling may put you off a bit. This is a pity, because he does have some good things to say.
Finally, this is a very, very USA-centric book, with only the briefest application to UK and European markets. The situation with the internet is probably identical here, but it definitely isn't with 'traditional' PR and advertising. A very sophisticated British press may well run rings round your well-meaning viral media campaign, and a bit more robust PR strategy is pretty much a necessity if you stick your head far above the parapet.
Everything together, the title of this book oversells it a bit, and the author's attempts to rubbish 'old' marketing and PR do more to give the impression he never got his mind round them than that he is supplanting them. However, what he does recommend is good and useful, and this will be a helpful addition to a bookshelf on social media -- as long as you don't expect it to be _the_ handbook.
First the good points
If you aren't a PR specialist, but have done a bit of marketing or advertising, this is a very good book to get you thinking about the importance of reputation, engaging in the conversation, getting the content right, coming up with compelling ideas, and generally working strategically rather than keeping going for quick wins. A lot of this applies to other media as well, but in author Scott's own journey it seems that he discovered these things after he got into social media. It also has some useful, non-technical, sidelights on the business of working with blogs, comments, Twitter and Facebook.
Now the less good
If you look at The Essentials of Public Relations by Sam Black, published well before the social media age, most of the strategic points that author David Scott is making are already there. In Scott's list of 'old rules' you see more or less a parody of what PR is -- though a parody you encounter in the real world often enough to ring true. Scott also seems to be taking the position of 'PR as a branch of marketing' in his old rules, and seems to evolve into something closer to what PR actually is which his new rules.
Also, Scott is really only talking about the work of relatively small businesses. If you're a business leader looking at this book, then this is probably the right place to pitch it. But he's altogether less strong on voluntary organisations, charities, NGOs, campaign groups and anyone else who isn't really trying to sell a product. He does mention them in passing, but they are not the focus of this book and the constant harping on selling may put you off a bit. This is a pity, because he does have some good things to say.
Finally, this is a very, very USA-centric book, with only the briefest application to UK and European markets. The situation with the internet is probably identical here, but it definitely isn't with 'traditional' PR and advertising. A very sophisticated British press may well run rings round your well-meaning viral media campaign, and a bit more robust PR strategy is pretty much a necessity if you stick your head far above the parapet.
Everything together, the title of this book oversells it a bit, and the author's attempts to rubbish 'old' marketing and PR do more to give the impression he never got his mind round them than that he is supplanting them. However, what he does recommend is good and useful, and this will be a helpful addition to a bookshelf on social media -- as long as you don't expect it to be _the_ handbook.
3 of 3 people found the following review helpful
Format:Paperback
This book is informative and full of great ideas, the only downside is that it has been quite heavily 'padded out'. You really have to skim read it and I couldn't help thinking how short it would be if you cut out all the repetition, numerous examples and general wordiness. It is certainly not punchy but reads more like a novel. If you want a quick dip in and dip out book that's easy to see the key topics and ideas then this is not for you. However, if you want to sit down with a cup of tea and a notepad and really take it all in (because don't get me wrong, there's some good stuff in here) then give it go.
2 of 2 people found the following review helpful
Format:Paperback
By far the best book Ive read about social media management. If you want to help your business and you dont know how to deal with the transition to the online world, I highly recomend this book.
I am not a professional, but interested in the topic, did my homework and read alot by now, but this book showed me much more and taught much more.
I am not a professional, but interested in the topic, did my homework and read alot by now, but this book showed me much more and taught much more.
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Most Recent Customer Reviews
Best on the subject I've come across
I've been reading quite a bit lately on marketing via the internet. I'm subscribed to newsletters that tell me daily to do this or do that or sign up for this or sign up for that... Read more
Published 13 days ago by M. Hadfield
The New Rules of Marketing & PR: How to Use Social Media, Online...
Well written, smart and full of great advice I can not wait to use in my business. Since everything seems to be moving and happening much faster these days, the tools of new... Read more
Published 24 days ago by Barbara Bolf
Very good
When I first came to this book, I was enormously sceptical. Another book proposing that 'the rules had changed' - but I've got to admit, David Meerman Scott has a point. Read more
Published 2 months ago by Michael Sutherland
Great reference guide
This is definitely a go to guide if you're looking for a one stop book with advice filled with anything digital. Read more
Published 2 months ago by E. Chittenden
A excellent resource for a novice to Social Marketing !
I have recently been getting in to blogging and have set up a Video Game Blog so was looking for a book that could help me get my head around the monster that is Social Media... Read more
Published 3 months ago by I. Mcintosh
Same old with a modern twist
Readers new to PR and Marketing will find this a useful read because it outlines the best practice applicable to their campaigns, no matter which tools are used to deliver... Read more
Published 4 months ago by Wiltshire Bookworm
The seminal work on online marketing
This is the third edition of a book first published by David Meerman Scott as an e-book back in 2006, when it was simply "the new rules of PR". Read more
Published 5 months ago by Mr. N. Dougan
Business bargain
For anyone wanting to increase business in this difficult time, books on how to do it should be of interest. Read more
Published 5 months ago by bookworm8
thumbs up
i'm not a native English speaker, and I hate to get a book and discover that I have to figure out every other word. Read more
Published 5 months ago by Natalie
Lots of information except on mobile
There is a lot covered in this rather thick book. He writes well and there is plenty to learn for anyone who is wanting to improve their understanding of this line of... Read more
Published 5 months ago by Peter Roxburgh
Listmania!
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