David Meerman Scott je uznávaný stratég prodeje a marketingu, který se specializuje na šíření myšlenek, ovlivňování myšlení a budování podnikání v dnešním neustále propojeném světě. Tvrdí, že tradiční dlouhodobé plánování je nahrazováno agilními přístupy, a zdůrazňuje, že úspěšnější budou ti, kdo přijmou nové způsoby a nebojí se změn. Jeho práce se zaměřuje na využití strategií a nástrojů v reálném čase, které pomáhají podnikům prosperovat v rychle se měnícím prostředí. Scott je autorem několika mezinárodních bestsellerů, které čtenářům nabízejí cenné poznatky o tom, jak se v této nové digitální éře orientovat a uspět.
Nové technologie transformují internet na multimediální médium, které rozšiřuje možnosti marketingu a public relations (PR). Odložte zastaralá pravidla, která ztrácejí účinnost, a využijte potenciál současného webu: blogy, podcasty, fóra a komunitní stránky pro přímé oslovení zákazníků. Internet umožňuje aktuální a cílené informace v různých formátech, dostupné kdykoliv. Získáte přímou odezvu na vaše aktivity a můžete měřit účinnost marketingu a PR, což je pro firmy klíčové. Autor ukazuje, jak mohou velké i malé společnosti, včetně neziskových organizací, využít web pro marketing a PR. Na konkrétních příkladech demonstruje využití blogů, sdílení obsahu, webových konferencí a seminářů k oslovení zákazníků. Vysvětluje výhody nového přístupu oproti tradičním metodám, jako jsou tiskové zprávy a časově omezené kampaně. Kniha nenabízí zázračné metody, ale přehled možností a doporučení, jak využít web ve prospěch firem. Obsahuje akční plán pro implementaci nových pravidel, rady pro psaní pro zákazníky a využívání online médií k dosažení cílové skupiny.
"The eighth edition of the pioneering guide to generating attention for your idea or business, packed with new and updated information In the Digital Age, marketing tactics seem to change on a day-to-day basis. As the ways we communicate continue to evolve, keeping pace with the latest trends in social media, the newest online videos, the latest mobile apps, and all the other high-tech influences can seem an almost impossible task. How can you keep your product or service from getting lost in the digital clutter? The eighth edition of The New Rules of Marketing & PRA provides everything you need to speak directly to your audience, make a strong personal connection, and generate the best kind of attention for your business. An international bestseller with more than 400,000 copies sold in twenty-nine languages, this revolutionary guide gives you a proven, step-by-step plan for leveraging the power of technology to get your message seen and heard by the right people at the right time. You will learn the latest approaches for highly effective public relations, marketing, and customer communicationsâ€all at a fraction of the cost of traditional advertising! The latest edition of The New Rules of Marketing & PRA has been completely revised and updated to present more innovative methods and cutting-edge strategies than ever. The new content shows you how to harness AI and machine learning to automate routine tasks so you can focus on marketing and PR strategy. Most notably, the eighth edition addresses how the pandemic has changed marketing and PR, including examples and stories about virtual events and remote marketing strategies. Still the definitive guide on the future of marketing, this must-have resource will help you: Incorporate the new rules that will keep you ahead of the digital marketing curve. Make your marketing and public relations real-time by incorporating techniques like newsjacking to generate instant attention when your audience is eager to hear from you. Use web-based communication technologies to their fullest potential. Gain valuable insights through compelling case studies and real-world examples. Take advantage of marketing opportunities on platforms like TikTok and Clubhouse The eighth edition of The New Rules of Marketing and PR: How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly is the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and managers in organizations of all types and sizes"-- Provided by publisher
In July 1969, ninety-four percent of American televisions were tuned to coverage of Apollo 11's mission to the moon. How did space exploration, once the purview of rocket scientists, reach a larger audience than My Three Sons? Why did a government program whose standard operating procedure had been secrecy turn its greatest achievement into a communal experience? In Marketing the Moon, David Meerman Scott and Richard Jurek tell the story of one of the most successful marketing and public relations campaigns in history: the selling of the Apollo program
Sposób, w jaki robimy zakupy, radykalnie zmienił się w ostatnich latach.
Kupując sprzęt, wycieczkę, czy ubezpieczenie, nie musimy już liczyć na wiedzę
i życzliwość sprzedawcy – wchodząc do sklepu czy biura, proces zbierania
informacji i podejmowania decyzji zazwyczaj mamy już za sobą. Nie lubimy
zakłócających nasz spokój telemarketerów, reklamowych e-maili i SMS-ów,
„asystentów klienta” atakujących nas zaraz po wejściu do sklepu. „Przestań mi
sprzedawać, nie widzisz, że właśnie kupuję?” chciałoby się krzyknąć do
marketerów. Jak dostosować swój system sprzedaży do zmian, jakie zaszły na
rynku? Jak wykorzystać nowe narzędzia, by skutecznie i mądrze sprzedawać?
David Meerman Scott krok po kroku, na z życia wziętych przykładach pokazuje,
jak nie przeszkadzać klientowi w zakupach – i okazuje się, że to wcale nie
jest takie trudne!
Scott analyses how the internet has revolutionised communications and promotions. Told with many compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing.
Filled with case studies and real-world examples, this guide presents up-to-date marketing strategies for using the Internet and social media to promote products and services directly to the widest audience.
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.
A completely revised and updated edition of the BusinessWeek bestseller on effective, modern marketing and PR best practices 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 new second edition paperback keeps you up-to-date on the latest trends. New case studies and current examples are included to illustrate the very latest in marketing and PR trends Completely updated to reflect the latest marketing and PR techniques using social media sites such as Twitter, Facebook, and YouTube Includes a step-by-step action plan for harnessing the power of the Internet to communicate directly with buyers, increase sales, and raise online visibility David Meerman Scott is a renowned online marketing strategist, keynote speaker and the author of World Wide Rave, from Wiley The New Rules of Marketing and PR, Second Edition gives you all the information you need to craft powerful and effective marketing messages and get them to the right people at the right moment-at a fraction of the price of a traditional marketing campaign.
