The New Rules of Marketing and PR
A book that will help you become familiar with the new direct marketing technologies.
Author(s): David Meerman Scott
Publisher: John Wiley & Sons
Date of publication: 2007
Manageris opinion
Everything that you always wanted to know about the new direct marketing technologies but were afraid to ask! David Meerman Scott offers a plunge into the heart of New Age marketing. ESS links, blogs, podcasting, wiki, viral marketing – all of those barbaric terms that are increasingly invading the daily existences of business people, citizens and consumers alike. The author helps us become more familiar with these tools that are structurally transforming the relationship between companies and consumers. Without drifting into metaphysical considerations, he notes a certain number of irreversible trends, exposes the issues connected to the use of these technologies and very pragmatically invites us to learn how to use them. Written by marketing and public relations experts, “The New Rules of Marketing and PR” can be read by anyone to develop their general knowledge.
Although the structure of the book can be somewhat confusing as it jumps around a bit from topic to topic, this “zapping” is similar to a web site that invites us to move from one item to another, depending on our appetite and the path of our thinking.
