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Real-Time Marketing & PR: How to Engage Your Market, Connect with Customers, and Create Products That Grow Your Business Now, Meerman Scott David, Scott David Meerman

Real-Time Marketing & PR: How to Engage Your Market, Connect with Customers, and Create Products That Grow Your Business Now

Автор: Meerman Scott David, Scott David Meerman
Название:  Real-Time Marketing & PR: How to Engage Your Market, Connect with Customers, and Create Products That Grow Your Business Now
Издательство: Wiley
Классификация:
Продажи и маркетинг

ISBN: 0470645954
ISBN-13(EAN): 9780470645956
ISBN: 0-470-64595-4
ISBN-13(EAN): 978-0-470-64595-6
Обложка/Формат: Hardback
Страницы: 244
Вес: 0.444 кг.
Дата издания: 02.11.2010
Язык: ENG
Иллюстрации: Illustrations
Размер: 239 x 162 x 22
Читательская аудитория: Professional & vocational
Подзаголовок: How to instantly engage your market, connect with customers, and create products that grow your business now
Ссылка на Издательство: Link
Рейтинг:
Поставляется из: Англии
Описание: Most organizations do not have marketing and PR strategies in place that enable them to respond immediately to negative press or to the changing landscape with new products. They cant react in time to make a difference. Real-Time Marketing & PR articulates how real-time speed is a competitive advantage as well as a threat for those who are unprepared, and case studies of each are analyzed. Readers learn how to develop and launch real-time communication plans in order to win in todays immediate, always-on world. Interestingly, since the release of the hardcover edition, the terms real-time marketing and real-time PR are starting to be used more frequently by the market. This increase in attention provides a necessary and timely platform for a revised and updated paperback edition of Real-Time Marketing & PR. The paperback edition of Real-Time will have some minor changes and additions: A new introduction to the paperback edition will talk about the real-time aspects of the Osama bin Laden breaking news. This new story will serve to talk about the new paperback edition and what has changed since the hardcover came out. A half dozen or so new stories will be added. The ending of chapter 5 will be expanded.
Дополнительное описание: Not too long ago, the only way for corporations to influence the news was to have their PR department spend a week creating a press release, vet it with the lawyers and executives, and send it out to a magazine, newspaper, television or radio show, which


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     Новое издание
Real-Time Marketing and PR

Автор: Scott David Meerman
Название: Real-Time Marketing and PR
ISBN: 1118155998 ISBN-13(EAN): 9781118155998
Издательство: Wiley
Цена: 1407 р.
Наличие на складе: Есть у поставщика.Поставка под заказ.
Описание: Wake up, its revolution time! Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. Its a real-time world now, and if youre not engaged, then youre on your way to marketplace irrelevance. Real time means news breaks over minutes, not days. It means ideas percolate, then suddenly and unpredictably go viral to a global audience. Its when companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And its when businesses see an opportunity and are the first to act on it. Caught up in old, time-consuming processes, too many companies leave themselves fatally exposed by flying blind through this new media environment. You dont have to be among them. Discover Real-Time Marketing and PR and get a clear path to navigate and succeed in the changed business landscape. In this eye-opening follow-up to The New Rules of Marketing and PR, a BusinessWeek bestseller,David Meerman Scott reveals the proven, practical steps to take your business into the real-time era. Find out how to act and react flexibly as events occur, position your brand in the always-on world of the Web, and avoid embarrassing mistakes and missteps. Real-Time Marketing and PR will also enable you to: Develop a business culture that encourages speed over sloth Read buying signals as people interact with your online information Crowdsource product development, naming, and even marketing materials such as online videos Engage reporters to shape stories as they are being written Command premium prices by delivering products at speed Deploy technology to listen in on millions of online discussions and instantly engage with customers and buyers Scale and media buying power are no longer a decisive advantage. What counts today is speed and agility. While your competitors scramble to adjust, you can seize the initiative, open new channels, and grow your brand. Master Real-Time Marketing and PR today and become the first to act, the first to respond, and the first to win!
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Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business, Revised and Updated Edition

Автор: Handley
Название: Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business, Revised and Updated Edition
ISBN: 1118232607 ISBN-13(EAN): 9781118232606
Издательство: Wiley
Цена: 1407 р.
Наличие на складе: Есть у поставщика.Поставка под заказ.
Описание: How can you create bold stories, videos, and blog posts that cultivate fans, arouse passion for your products or services, and ignite your business? Content Rules is a how-to book of both the art and science of developing marketing content that people care about interwoven with case studies of companies that are successfully spreading their ideas online-and using them to establish credibility and build a loyal customer base. The revised and updated paperback will include: The illustrations that are used in the authors' presentations to align the book more closely with their respective platforms A chapter on mobile focusing on both phones and tablets in addition to location based content A basic primer on "finding your story," the number one follow-up questions that the authors receive from readers
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The Power of Real-Time Social Media Marketing: How to Attract and Retain Customers and Grow the Bottom Line in the Globally Connected World

Автор: Thompson Teri, Macy Beverly, Macy Beverly
Название: The Power of Real-Time Social Media Marketing: How to Attract and Retain Customers and Grow the Bottom Line in the Globally Connected World
ISBN: 0071752633 ISBN-13(EAN): 9780071752633
Издательство: McGraw-Hill
Цена: 1759 р.
Наличие на складе: Есть у поставщика.Поставка под заказ.
Описание: Today's hottest trends for on-the-spot marketing

""A must read for media and marketers."" --Alan Cohen, CEO, OMD USA

""What do fish tacos, data storage, and disaster relief all have in common? Each has harnessed the power of marketing that amplifies via the real-time social web. These and many other case studies are part of this engaging new book that details strategies for marketers to understand, evolve, and profit in the social age."" --John Gerzema, Chief Insights Officer, Young & Rubicam, and coauthor of Spend Shift

""Understanding what's possible and how to use social media will be essential for every marketer; this book will hold your hand in this brave new world."" --John Miller, CMO, NBC Universal TV Group

""Like it or not, social media is here to stay. It needs to be understood, managed, and harnessed. This book tells you how. Read it "" --Zhihang Chi, Ph.D., Vice President and General Manager, North America, Air China Limited

""Beverly Macy is a true innovator and thought leader in the field of social media marketing."" --Cathy Sandeen, Ph.D., MBA, Dean, UCLA Extension, University of California Los Angeles

About the Book

In an era when information travels at phenomenal speed along the "real-time Web," a brand can explode into popular culture overnight--and die just as quickly. As a marketer, how can you stay ahead of the curve? How do you control the chaos? Two words: Social Media.

With "The Power of Real-Time Social Media Marketing," you'll learn how to take advantage of today's "fluid" business environment and develop innovative ways to meet market demands. And here's the best part: all your tools--Facebook, Twitter, YouTube, and other sites--are free

Leading figures in the exciting new world of sophisticated social media marketing, Beverly Macy and Teri Thompson explain how you can use this global, real-time platform to change how consumers interact with your brand. They then present detailed case studies illustrating how top organizations and emerging brand giants have proven the remarkable effectiveness of social media marketing. Find out how: The American Red Cross turned a single "tweet" into $33 million worth of donations to earthquake victims in Haiti Orange County Transportation Authority engaged citizens to participate in transportation planning and use DIRE CTV boosted customer loyalty and trust by finding and solving complaints in real time EMC transformed business processes by leveraging workforce social media proficiency and "open" behavior models

Marketers no longer have the luxury of time to develop, test, and measure a brand. Use the lessons in "The Power of Real-Time Social Media Marketing" to launch your brand in a fixed amount of time, accurately measure the impact of your activities, and instantly adjust to any unforeseen events.
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What customers want - using outcome-driven innovation to find high-growth opportunities, create breakthrough products, and connect with your customers

Автор: Ulwick
Название: What customers want - using outcome-driven innovation to find high-growth opportunities, create breakthrough products, and connect with your customers
ISBN: 0071408673 ISBN-13(EAN): 9780071408677
Издательство: McGraw-Hill
Цена: 1319 р.
Наличие на складе: Есть у поставщика.Поставка под заказ.
Описание: Explains practices that result in breakthrough innovations. This title describes an approach that improves on the conventional methods for product and service innovation.
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Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy That Works

Автор: Didner Pam
Название: Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy That Works
ISBN: 0071840974 ISBN-13(EAN): 9780071840972
Издательство: McGraw-Hill
Цена: 1319 р.
Наличие на складе: Поставка под заказ.
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Market Like You Mean It: Engage Customers, Create Brand Believers, and Gain Fans for Everything You Sell

Автор: Lautenslager Al
Название: Market Like You Mean It: Engage Customers, Create Brand Believers, and Gain Fans for Everything You Sell
ISBN: 1599185350 ISBN-13(EAN): 9781599185354
Издательство: McGraw-Hill
Цена: 1231 р.
Наличие на складе: Есть у поставщика.Поставка под заказ.
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Buy Now: Creative Marketing that Gets Customers to Respond to You and Your Product

Автор: Cesari
Название: Buy Now: Creative Marketing that Gets Customers to Respond to You and Your Product
ISBN: 0470888016 ISBN-13(EAN): 9780470888018
Издательство: Wiley
Цена: 1759 р.
Наличие на складе: Есть у поставщика.Поставка под заказ.
Описание: Learn the secrets of direct response marketing with the man who created the George Foreman Grill campaign In today's highly competitive, global marketplace, businesses have to do more than just advertise their products. By taking advantage of the accountable advertising model that direct response has to offer, you can improve your bottom line, build brands, and develop lasting relationships with legions of satisfied customers. In Buy Now!, Rick Cesari reveals twenty-five years' worth of insights and methods, enabling you to make the most of direct response marketing in your business toolkit. Whether you're a business owner, executive, inventor, or marketer, Buy Now! gives you the secrets behind the successful campaigns that catapulted products into millions of homes. Find out how to use direct response to create a "self-funding "marketing campaign Learn the techniques to building offers that will get people to respond to your products Use "high touch" direct response marketing to build brand equity and drive sales at retail Find out why large companies like Johnson & Johnson and Valvoline are using these concepts for their consumer brands Cesari has put more companies on the Inc. 500 list of fastest growing companies than anyone else Buy Now! to launch your products and campaigns to new heights-and connect with customers as never before-with Cesari's market-leading insights.
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Content Rules: How to Create Killer Blogs, Podcasts, Videos, eBooks, Webinars (and More) That Engage Customers and Ignite Your Busine

Автор: Handley Ann, Chapman C. C.
Название: Content Rules: How to Create Killer Blogs, Podcasts, Videos, eBooks, Webinars (and More) That Engage Customers and Ignite Your Busine
ISBN: 0470648287 ISBN-13(EAN): 9780470648285
Издательство: Wiley
Цена: 1495 р.
Наличие на складе: Нет в наличии.
Описание: Blogs, YouTube, Facebook, Twitter and other publishing platforms are giving everyone a "voice," including organizations and their customers. To be successful, businesses must speak directly with their customers or prospects through a comprehensive strategy that allows them to reach new customers at every stage of the buying cycle. They must find their voice and create bold and compelling content that people want to consume and which speaks to their needs or wants or desires.  Yeah, yeah so you know all that. But how can you create bold stories, videos, and blog posts that cultivate fans, arouse passion for your products or services, and ignite your business? Content Rules is a how-to book of both the art and science of developing marketing content that people care about interwoven with case studies of companies that are successfully spreading their ideas onlineand using them to establish credibility and build a loyal customer base. Business owners and marketers who read this book will learn: The art of storytelling and the science of journalism What it means to be a "publisher" and why what you publish is the cornerstone of your marketing How to find an authentic "voice" and craft bold content that will resonate with prospects and buyers and encourage them to share it with others How to leverage social media and social tools to get your content and ideas distributed as widely as possible
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The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business

Автор: Scott David Meerman
Название: The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business
ISBN: 1119272424 ISBN-13(EAN): 9781119272427
Издательство: Wiley
Цена: 1583 р.
Наличие на складе: Есть у поставщика.Поставка под заказ.
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The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business

Автор: Scott David Meerman
Название: The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business
ISBN: 1118827856 ISBN-13(EAN): 9781118827857
Издательство: Wiley
Цена: 1671 р.
Наличие на складе: Нет в наличии.
Описание: Sales and service are being radically redefined like never before. With buyers now in possession of unlimited information, online content is quickly becoming the dominant driver for commerce. Today anyone working in sales or customer service needs to possess entirely new skills. Unfortunately most organizations are still using traditional selling and service models developed for a different time. In this new book by the author of the #1 bestseller The New Rules of Marketing &PR , David Meerman Scott demystifies the new landscape and offers inspiring and valuable guidance for anyone not wanting to be left behind. PRAISE FOR DAVID MEERMAN SCOTT AND HIS BOOKS “Like all the best teachers, this book inspires you to do your own thinking in your own way...enlightening and liberating.” — The Financial Times “One of those select few people who saw and understood the social media phenomenon as it began” — Forbes “A fresh take.” —NBC “Gets it right.” — New York Times Magazine “Lessons that should resonate” — Entrepreneur “It is the new rules. A whole new world.” —MSNBC
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Connect: How to Use Data and Digital Marketing to Create Lifetime Customers

Автор: Petersen Lars Birkholm, Person Ron, Nash Christoph
Название: Connect: How to Use Data and Digital Marketing to Create Lifetime Customers
ISBN: 111896361X ISBN-13(EAN): 9781118963616
Издательство: Wiley
Цена: 1847 р.
Наличие на складе: Есть у поставщика.Поставка под заказ.
Описание: Experience marketing that inspires unwavering brand loyalty “Customer experience management is no longer an option, a nice–to–have, or a remote step in the five year strategic plan. Now is the time to act, embrace technology and build connected experiences that put the customer at the center. Success is dependent on truly understanding the customer needs and matching the complexities of an ever–changing digital landscape with the goals of your organization. Read this book today, and prepare your business for a superlative tomorrow.” —Scott Liewehr, President, Principal Analyst, Digital Clarity Group “This eye–opener should be read by all brands. It gives a comprehensive look at why customer intelligence needs to be at the center of any digital marketing strategy and more importantly how to create a phenomenal customer experience that leads to greater profitability.” —Michelle Accardi–Petersen, Chief Marketing Officer at Star2Star Communications and Author of Agile Marketing “Companies are on a mission: they need to embrace digital marketing and Big Data to better engage and connect with their customers. The core precepts outlined in this book will help organizations along this journey. Engaging. Connecting. Words to survive and prosper by.” —Jeff Cotrupe, Industry Director, Big Data & Analytics, Stratecast|Frost & Sullivan Welcome to the new age of experience marketing. This new age demands that marketing align with customers by providing relevant content using the customer’s preferred channels for communication. Marketing must be faster and more agile than in the past, ready to move rapidly to leverage new technology and stay connected and available to customers. Written by Lars Birkholm Petersen, Ron Person, and Christopher Nash, leaders in the field of experience marketing, this vital resource offers marketers the tools and ideas they need to succeed in today’s customer–driven marketplace. The authors reveal how to tap into the power of new ways of thinking and new processes so that any organization will be relevant to individual customers, accessible through multiple online and offline channels,and able to link digital goals and metrics to business objectives. Once a company has its customer–connected approach in place, it can build customers who are lifetime advocates. Connect and its companion website give you a wealth of illustrative examples, recommendations, initiatives, and step–by–step processes for taking your organization to new levels of marketing. Now, you will know how to attract new customers and keep them for life.
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Think Like a Rock Star: How to Create Social Media and Marketing Strategies That Turn Customers Into Fans

Автор: Collier Mack
Название: Think Like a Rock Star: How to Create Social Media and Marketing Strategies That Turn Customers Into Fans
ISBN: 0071806091 ISBN-13(EAN): 9780071806091
Издательство: McGraw-Hill
Цена: 1319 р.
Наличие на складе: Есть у поставщика.Поставка под заказ.
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