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12/1/2009 - December 2009 Book Review: The New Rules of Marketing
Book Review: The New Rules of Marketing & PR by David Meerman
By Pam Giordano, CBC
The Internet and social media now have a how-to manual: The New Rules of Marketing & PR by David Meerman Scott. This book is valuable because it offers hands-on, step-by-step instructions for creating an effective online presence.
The New Rules of Marketing & PR is organized in three parts. The first explains how the web has changed marketing and how to use web-based communications. The second part offers best practices and case studies on the most widely-used new media: blogs, online press releases, podcasting, forums and wikis, viral marketing, and content-rich web sites. The third section provides the framework for implementing these media.
Case studies make concepts real and this book uses them liberally. Companies profiled include bicycle shops, concrete contractors, politicians, nonprofit organizations, musicians, and publishers. Interviews with these groups provide hard data on goals and results.
The New Rules of Marketing & PR is an interesting read but its real value is as a marketing resource. When you need ideas or best practices, re-read the appropriate section. This book belongs in your marketing library.
David Meerman Scott spoke at BMA National last June in Chicago and will speak at the National Conference again in 2010. His website is http://www.webinknow.com/
Pam Giordano, CBC is a writer and marketer who has developed content for online and traditional media. She is also a long-time BMA member. She specializes in business-to-business and technical communications. Contact her at 303-782-6968, http://www.pamgiordano.net
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December 2009 Book Review: The New Rules of Marketing
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