How the Internet has revolutionized communications and promotions Now that the Internet has made it easier than ever for marketers to directly communicate with consumers and target audiences, it’ s imperative that marketers dramatically alter their PR and marketing strategy to maximize the effectiveness of the direct consumer-communication channel. On the Web, the old rules don’ t apply. This book shows marketers how to leverage the potential that Web-based communication offers to all kinds of organizations, businesses, non-profits, and individuals. The book includes a step-by-step action plan for harnessing the power of the new rules of marketing and PR, showing readers how to identify audiences, create compelling messages, get those messages to the most consumers possible, and lead those consumers through the buying process. Told with many compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing. David Meerman Scott (Lexington, MA) is an award-winning marketer, writer, consultant, conference speaker, and seminar leader. In his consulting work he specializes in online marketing, and has presented at industry conferences and events in more than 20 countries on four continents.
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