DAVID MEERMAN SCOTT

La tecnología de la información está transformando el mercado financiero a tal punto que la inmediatez determina negocios de millones de dólares. Lejos han quedado los días en que las campañas de marketing podian orquestarse en su propia escala temporal. El" tiempo real" es ahora el protagonista: las noticias se generan rapidamente y la venta de productos se hace en las redes sociales.David Meerman Scott conocido por su libro" Las nuevas realidades de marketing, un bestseller con casi 250.000 copias publicadas, regresa para convencernos de que el marketing en tiempo real, proporciona una nueva habilidad, la de recopilar, interpretar y reaccionar ante la informacion en fracciones de segundo. Una ventaja competitiva sin precedentes, si se sabe utilizar.Escrito de forma amena y con ejemplos del mundo real, este libro es una combinacion de entretenimiento y motivacion. La probada experiencia del autor le otorga a la obra una singular perspectiva sobre como las empresas implementan sus nuevas estrategias.

Hasta hace relativamente poco, el éxito de un producto dependía de una gran campaña publicitaria emitida a través de los canales tradicionales de comunicación. Sin embargo, la sociedad actual exige nuevas estrategias y nuevos medios de transmision que llegan a miles de consumidores potenciales en un tiempo record. Las redes sociales han propiciado un nuevo concepto de marketing y relaciones publicas al que cada dia acuden mas profesionales, y cuyos resultados son sorprendentes. En este libro encontrara las pautas y tecnicas mas avanzadas para lanzar al mercado cualquier producto, servicio o idea y publicar, de manera efectiva, su informacion en la Web. Aprendera a utilizar tanto redes sociales como blogs, notas de prensa, videos en linea y marketing viral para llegar directamente a los consumidores. Comprobara, ademas, como con las nuevas normas del marketing y las relaciones publicas puede optimizar recursos y ahorrar dinero.

The Internet has profoundly changed the way people communicate and interact with each other. But it has also changed the way businesses communicate with their customers (and those who they want to be customers). In the old days, companies could only communicate through the filter of expensive advertising or media ink placed by a PR firm. Today the rules have changed entirely. 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 those who make your business work. You can reach niche buyers with targeted messages that cost a fraction of your big-budget ad campaign. Rather than bombard them with advertising theyll likely ignore, you can focus on getting the right message to the right people at the right time. When people visit your companys Web site, they arent there to hear your slogan or see your logo again. They want information, interaction, and choiceand youd be a fool not to give it to them. This one-of-a-kind guide to the future of marketing includes a step-by-step action plan for harnessing the power of the Internet, showing you how to identify audiences, create compelling messages, get those messages to the right people, and lead those consumers into the buying process. Including a wealth of compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing.

The benchmark guide to marketing and PR, updated with the latest social media and marketing trends, tools, and real-world examples of success The New Rules of Marketing & PR, 4th Edition is the pioneering guide to the future of marketing, an international bestseller with more than 300,000 copies sold in over 25 languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to communicate with buyers directly, raise visibility, and increase sales. It shows how large and small companies, nonprofits, and other organizations can leverage Web-based content to get the right information to the right people at the right time for a fraction of the cost of big-budget campaigns. Including a wealth of compelling case studies and real-world examples of content marketing and inbound marketing success, this is a practical guide to the new reality of reaching buyers when they're eager to hear from you. Includes updated information, examples, and case studies plus an examination of newly popular tools such as Infographics, photo-sharing using Pinterest and Instagram, as well as expanded information on social media such as YouTube, Twitter, Facebook, and LinkedIn David Meerman Scott is a marketing strategist, bestselling author of eight books including three international bestsellers, advisor to emerging companies including HubSpot, and a professional speaker on topics including marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two U.S. publicly traded companies and was Asia marketing director for Knight-Ridder, at the time one of the world's largest information companies. The New Rules of Marketing & PR offers the single resource for entrepreneurs, business owners, nonprofit managers as well as those working in marketing or publicity departments to build a marketing and PR strategy to grow any business.