{"product_id":"the-new-rules-of-marketing-pr-isbn-9781394282166","title":"The New Rules of Marketing \u0026 PR","description":"\u003cp\u003e\u003cb\u003eThe updated ninth edition of the pioneering guide to generating attention for your idea or business, jam-packed with new AI techniques and fresh stories of success\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAs the ways we communicate continue to evolve, keeping pace with the latest technology—including generative artificial intelligence (AI) like ChatGPT—can seem an almost impossible task. How can you keep your product or service from getting lost in the digital clutter? The ninth edition of \u003ci\u003eThe New Rules of Marketing and PR\u003c\/i\u003e offers everything you need to speak directly to your audience, make a strong personal connection, and generate attention for your business.\u003c\/p\u003e \u003cp\u003eAn international bestseller with half a million copies sold in twenty-nine languages, this revolutionary guide gives you a proven, step-by-step plan for deploying the power of social media, AI, and content to maintain your competitive advantage and get your ideas seen and heard by the right people at the right time. You'll discover the latest approaches for highly effective public relations, marketing, and customer communications—all at a fraction of the cost of traditional advertising!\u003c\/p\u003e \u003cp\u003eThe latest edition of \u003ci\u003eThe New Rules of Marketing and PR\u003c\/i\u003e has been completely revised to present highly effective strategies and tactics to help you get found by your buyers. The most important and comprehensive update to this international bestseller yet shows you details about the pros and cons of using generative AI, the most significant development in modern marketing and public relations since the first edition of this book was published back in 2007. The definitive guide on the future of marketing used as a primary resource in thousands of companies and hundreds of university courses, this must-have resource will help you:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eIncorporate the new rules that will keep you ahead of the digital marketing curve\u003c\/li\u003e \u003cli\u003eMake your marketing and public relations real-time by incorporating techniques like newsjacking to generate instant attention exactly when your audience is eager to hear from you\u003c\/li\u003e \u003cli\u003eGain valuable insights through compelling case studies and real-world examples, showing you how to use the latest AI tools without losing the personal touch in your communications\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003cbr\u003eThe ninth edition of \u003ci\u003eThe New Rules of Marketing and PR: How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly\u003c\/i\u003e is the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and managers in organizations of all types and sizes.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIntroduction 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe New Rules 4\u003c\/p\u003e \u003cp\u003eLife with the New Rules 6\u003c\/p\u003e \u003cp\u003eWhat’s New 8\u003c\/p\u003e \u003cp\u003eWriting Like on a Blog, but in a Book 10\u003c\/p\u003e \u003cp\u003eShowcasing Success 11\u003c\/p\u003e \u003cp\u003e\u003cb\u003eI How the Web Has Changed the Rules of Marketing and PR 13\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 The Old Rules of Marketing and PR Are Ineffective in an Online World 15\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAdvertising: A Money Pit of Wasted Resources 18\u003c\/p\u003e \u003cp\u003eOne-Way Interruption Marketing Is Yesterday’s Message 19\u003c\/p\u003e \u003cp\u003eThe Old Rules of Marketing 20\u003c\/p\u003e \u003cp\u003ePR Used to Be Exclusively About the Media 21\u003c\/p\u003e \u003cp\u003ePR and Third-Party Ink 22\u003c\/p\u003e \u003cp\u003eYes, the Media Are Still Important 23\u003c\/p\u003e \u003cp\u003ePress Releases and the Journalistic Black Hole 23\u003c\/p\u003e \u003cp\u003eThe Old Rules of PR 24\u003c\/p\u003e \u003cp\u003eLearn to Ignore the Old Rules 25\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 The New Rules of Marketing and PR 27\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Most Important Communications Revolution in Human History 28\u003c\/p\u003e \u003cp\u003eOpen for Business 29\u003c\/p\u003e \u003cp\u003eThe End of Mass Marketing 31\u003c\/p\u003e \u003cp\u003eTell Me Something I Don’t Know, Please 33\u003c\/p\u003e \u003cp\u003eKOREAZ Social Media Channels Deliver Digital Public Diplomacy as Entertainment 34\u003c\/p\u003e \u003cp\u003eThe End of Mass PR 36\u003c\/p\u003e \u003cp\u003eThe New Rules of Marketing and PR 37\u003c\/p\u003e \u003cp\u003eThe Convergence of Marketing and PR on the Web 38\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Reaching Your Buyers Directly 39\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Right Marketing in a Wired World 42\u003c\/p\u003e \u003cp\u003eLet the World Know About Your Expertise 43\u003c\/p\u003e \u003cp\u003eDevelop Information Your Buyers Want to Consume 45\u003c\/p\u003e \u003cp\u003eBig Birge Plumbing Company Grows Business in a Competitive Market 46\u003c\/p\u003e \u003cp\u003eBuyer Personas: The Basics 47\u003c\/p\u003e \u003cp\u003eThink Like a Publisher 51\u003c\/p\u003e \u003cp\u003eKnow the Goals and Let Content Drive Action 52\u003c\/p\u003e \u003cp\u003eReal-Time Business at American Airlines Reaches Buyers Directly 53\u003c\/p\u003e \u003cp\u003e\u003cb\u003eII Web-based Communications to Reach Buyers Directly 59\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Social Media and Your Targeted Audience 61\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is Social Media, Anyway? 62\u003c\/p\u003e \u003cp\u003eSocial Media Is a Cocktail Party 63\u003c\/p\u003e \u003cp\u003e“Upgrade to Canada” Social Program Nabs Tourists from Other Countries 64\u003c\/p\u003e \u003cp\u003eSocial Networking and Agility 65\u003c\/p\u003e \u003cp\u003eDo You Allow Employees to Send Email? How About Letting Them Use Social Media? 67\u003c\/p\u003e \u003cp\u003eThe New Rules of Job Search 68\u003c\/p\u003e \u003cp\u003eBrewing Authenticity: How Kolkata Chai Co. Uses Instagram to Reach Interested Buyers 70\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 The Content-Rich Website 75\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePolitical Advocacy on the Web 76\u003c\/p\u003e \u003cp\u003eContent: The Focus of Successful Websites 78\u003c\/p\u003e \u003cp\u003eReaching a Global Marketplace 78\u003c\/p\u003e \u003cp\u003eMake Your Site Mobile Friendly 79\u003c\/p\u003e \u003cp\u003eBlogging to Share Your Passion 81\u003c\/p\u003e \u003cp\u003eA Blog (or Not a Blog) 82\u003c\/p\u003e \u003cp\u003eNot Another Junky Blog 84\u003c\/p\u003e \u003cp\u003eWhy You Need a Blog in the Age of Social Networking 86\u003c\/p\u003e \u003cp\u003eAudio and Video Drive Action 87\u003c\/p\u003e \u003cp\u003eHow to Poop in the Woods 88\u003c\/p\u003e \u003cp\u003ePutting It All Together with Content 89\u003c\/p\u003e \u003cp\u003eGreat Websites: More Art Than Science 91\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Marketing and PR in Real Time 95\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eReal-Time Marketing and PR 96\u003c\/p\u003e \u003cp\u003eReal-Time Customer Communications from Cubby Oil \u0026amp; Energy 98\u003c\/p\u003e \u003cp\u003eDevelop Your Real-Time Mind-Set 100\u003c\/p\u003e \u003cp\u003eReal-Time Blog Post Drives $1 Million in New Business 103\u003c\/p\u003e \u003cp\u003eThe Time Is Now 105\u003c\/p\u003e \u003cp\u003eReal-Time Video for Business 110\u003c\/p\u003e \u003cp\u003eCrowdsourced Support 111\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Artificial Intelligence for Marketing and PR 117\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAI-Powered Marketing and PR 120\u003c\/p\u003e \u003cp\u003eYour Marketing May Already Be AI-Powered 123\u003c\/p\u003e \u003cp\u003eFind Ways for AI to Benefit Customers 125\u003c\/p\u003e \u003cp\u003eCreating an AI Project 127\u003c\/p\u003e \u003cp\u003eMaking AI a Part of Your Marketing 129\u003c\/p\u003e \u003cp\u003eUnlocking the Potential of AI for Use with Your Own Content 131\u003c\/p\u003e \u003cp\u003eRemaining Human in a World of AI 134\u003c\/p\u003e \u003cp\u003eClams, Wagoneers, and Harings: Creativity Is Even More Important in an AI World 135\u003c\/p\u003e \u003cp\u003eAI Companies and Content Creators Fight, or They Learn to Work Together 137\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIII Action Plan for Harnessing the Power of the New Rules 141\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 You Are What You Publish: Building Your Marketing and PR Plan 143\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Are Your Organization’s Goals? 144\u003c\/p\u003e \u003cp\u003eBuyer Personas and Your Organization 146\u003c\/p\u003e \u003cp\u003eThe Buyer Persona Profile 147\u003c\/p\u003e \u003cp\u003eDoritos Silent “Crunch Cancelling” Plug-In for Gamers 150\u003c\/p\u003e \u003cp\u003eHow Beko Develops Products Global Consumers Are Eager to Buy 151\u003c\/p\u003e \u003cp\u003eModern-Day Hippies! Meet Stoned Immaculate’s Unique Buyer Persona 152\u003c\/p\u003e \u003cp\u003eThe Importance of Buyer Personas in Web Marketing 154\u003c\/p\u003e \u003cp\u003eIn Your Buyers’ Own Words 155\u003c\/p\u003e \u003cp\u003eWhat Do You Want Your Buyers to Believe? 157\u003c\/p\u003e \u003cp\u003eDeveloping Content to Reach Buyers 159\u003c\/p\u003e \u003cp\u003eMarketing Strategy Planning Template 162\u003c\/p\u003e \u003cp\u003eThe New Rules of Measurement 166\u003c\/p\u003e \u003cp\u003eAsking Your Buyer for a Date 167\u003c\/p\u003e \u003cp\u003eMeasuring the Power of Free 168\u003c\/p\u003e \u003cp\u003eWhat You Should Measure 168\u003c\/p\u003e \u003cp\u003eStop Thinking of Content Creation as a Marketing Expense 170\u003c\/p\u003e \u003cp\u003eStick to Your Plan 171\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Growing Your Business: How Marketing and PR Drive Sales 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIt’s Time for a Sales Transformation 173\u003c\/p\u003e \u003cp\u003eHow Web Content Influences the Buying Process 175\u003c\/p\u003e \u003cp\u003eTips for Creating a Buyer-Centric Website 177\u003c\/p\u003e \u003cp\u003eStep 1: Sales Begin with Informational Content 181\u003c\/p\u003e \u003cp\u003eStep 2: A Friendly Nudge 182\u003c\/p\u003e \u003cp\u003eStep 3: Closing the Deal 183\u003c\/p\u003e \u003cp\u003eTriathlon Coach Delivers Content for All Ability Levels 184\u003c\/p\u003e \u003cp\u003eWhy Salespeople’s LinkedIn Profiles Don’t Sell 185\u003c\/p\u003e \u003cp\u003eSalespeople as Content Curators 187\u003c\/p\u003e \u003cp\u003eYour Company’s Salesperson-in-Chief 189\u003c\/p\u003e \u003cp\u003eEducating Your Salespeople About the New Buying Process 190\u003c\/p\u003e \u003cp\u003eRegistration or Not? Data from an E-book Offer 191\u003c\/p\u003e \u003cp\u003eClose the Sale—Continue the Conversation 193\u003c\/p\u003e \u003cp\u003eMeasure and Improve 194\u003c\/p\u003e \u003cp\u003eHow a Content Strategy Grew Business by 50 Percent in One Year 194\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Strategies for Creating Awesome Content 199\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWays to Get Your Information Out There 200\u003c\/p\u003e \u003cp\u003eHow to Create Thoughtful Content 206\u003c\/p\u003e \u003cp\u003eUsing AI to Make Content Creation Easier 207\u003c\/p\u003e \u003cp\u003eHow RTX Uses Journalists to Create Interesting Content 208\u003c\/p\u003e \u003cp\u003eYour Web Content Must Be Accessible 211\u003c\/p\u003e \u003cp\u003eContent Creation in Highly Regulated Industries 212\u003c\/p\u003e \u003cp\u003eContent Ethics and Employee Guidelines 215\u003c\/p\u003e \u003cp\u003eThought Leaders from Outside Your Organization 217\u003c\/p\u003e \u003cp\u003eWho Wrote That Awesome White Paper? 217\u003c\/p\u003e \u003cp\u003eHow Much Money Does Your Buyer Make? 218\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 How to Write for Your Buyers 221\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Analysis of Gobbledygook 222\u003c\/p\u003e \u003cp\u003ePoor Writing: How Did We Get Here? 223\u003c\/p\u003e \u003cp\u003eBranding Gone Amok™ 225\u003c\/p\u003e \u003cp\u003eEffective Writing for Marketing and PR 225\u003c\/p\u003e \u003cp\u003eThe Power of Writing Feedback (from Your Blog) 226\u003c\/p\u003e \u003cp\u003eInjecting Humor into Product Descriptions 228\u003c\/p\u003e \u003cp\u003eBrand Journalism at Boeing 229\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 Social Networking as Marketing 231\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow to Use Facebook to Market Your Product or Service 232\u003c\/p\u003e \u003cp\u003eIncrease Engagements with Facebook Groups 235\u003c\/p\u003e \u003cp\u003eCheck Out My LinkedIn Profile 238\u003c\/p\u003e \u003cp\u003eTweet Your Thoughts to the World 241\u003c\/p\u003e \u003cp\u003eSocial Networking and Personal Branding 242\u003c\/p\u003e \u003cp\u003eWrite Your Biography in First Person 245\u003c\/p\u003e \u003cp\u003eThe Sharing More Than Selling Rule 246\u003c\/p\u003e \u003cp\u003eWhich Social Networking Site Is Right for You? 249\u003c\/p\u003e \u003cp\u003eNextdoor, the Social Network for Local Businesses 251\u003c\/p\u003e \u003cp\u003eYou Can’t Go to Every Party, so Why Even Try? 252\u003c\/p\u003e \u003cp\u003eOptimizing Social Networking Pages 253\u003c\/p\u003e \u003cp\u003eIntegrate Social Media into an Offline Conference or Event 254\u003c\/p\u003e \u003cp\u003eBuild a Passionate Fan Base 255\u003c\/p\u003e \u003cp\u003eSocial Networking and Crisis Communications 257\u003c\/p\u003e \u003cp\u003eWhy Participating in Social Media Is Like Exercise 260\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 Blogging to Reach Your Buyers 263\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding Blogs in the World of the Web 265\u003c\/p\u003e \u003cp\u003eThe Four Uses of Blogs for Marketing and PR 267\u003c\/p\u003e \u003cp\u003eMonitor Blogs—Your Organization’s Reputation Depends on It 268\u003c\/p\u003e \u003cp\u003eComment on Blogs to Get Your Viewpoint Out There 269\u003c\/p\u003e \u003cp\u003eBloggers Love Interesting Experiences 270\u003c\/p\u003e \u003cp\u003eWhat Should You Blog About? 271\u003c\/p\u003e \u003cp\u003eBlogging Basics: What You Need to Know to Get Started 272\u003c\/p\u003e \u003cp\u003eBling Out Your Blog 275\u003c\/p\u003e \u003cp\u003eBuilding an Audience for Your New Blog 276\u003c\/p\u003e \u003cp\u003eTag, and Your Buyer Is It 277\u003c\/p\u003e \u003cp\u003eCities That Blog 278\u003c\/p\u003e \u003cp\u003eWhat Are You Waiting For? 280\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14 An Image Is Worth a Thousand Words 281\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePhotographs as Compelling Content Marketing 281\u003c\/p\u003e \u003cp\u003eImages of Real People Work Better Than Inane Stock Photos 283\u003c\/p\u003e \u003cp\u003eHow to Market an Expensive Product with Original Photographs 285\u003c\/p\u003e \u003cp\u003eSharing Beautiful Images on Instagram 286\u003c\/p\u003e \u003cp\u003eMarketing Your Product with Photos on Instagram 288\u003c\/p\u003e \u003cp\u003eSharing with Pinterest 290\u003c\/p\u003e \u003cp\u003eThe Power of SlideShare for Showcasing Your Ideas 292\u003c\/p\u003e \u003cp\u003eInfographics 294\u003c\/p\u003e \u003cp\u003eInfographics as a Marketing Asset 296\u003c\/p\u003e \u003cp\u003e\u003cb\u003e15 Video and Your Buyers 299\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat University Should I Attend? 299\u003c\/p\u003e \u003cp\u003eBusiness-Casual Video 300\u003c\/p\u003e \u003cp\u003eHave Fun with Your Videos 302\u003c\/p\u003e \u003cp\u003eStop Obsessing Over Video Release Forms 303\u003c\/p\u003e \u003cp\u003eYour Smartphone Is All You Need 304\u003c\/p\u003e \u003cp\u003eVideo Made for Just £100 Grows Fans of a Welsh Hardware Store 305\u003c\/p\u003e \u003cp\u003eFacebook Live Is Great for Real-Time Content Marketing 306\u003c\/p\u003e \u003cp\u003eCreate and Connect Through Live Video 308\u003c\/p\u003e \u003cp\u003eVideo to Showcase Your Expertise 309\u003c\/p\u003e \u003cp\u003eA Lawyer with Seven Million TikTok Followers 311\u003c\/p\u003e \u003cp\u003eCreating a Great Virtual Event 314\u003c\/p\u003e \u003cp\u003eGetting Started with Video 316\u003c\/p\u003e \u003cp\u003eBuilding a Business One YouTube Video at a Time 318\u003c\/p\u003e \u003cp\u003e\u003cb\u003e16 Audio Content via Podcasting and Social Audio 323\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGrammar Girl Podcast 324\u003c\/p\u003e \u003cp\u003ePodcasting 101 326\u003c\/p\u003e \u003cp\u003eClubhouse and Other Social Audio Apps 329\u003c\/p\u003e \u003cp\u003eCreating Elegant Calls to Action in Social Audio and on Podcasts 333\u003c\/p\u003e \u003cp\u003e\u003cb\u003e17 How to Use News Releases to Reach Buyers Directly 337\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNews Releases in a Web World 339\u003c\/p\u003e \u003cp\u003eThe New Rules of News Releases 339\u003c\/p\u003e \u003cp\u003eIf They Find You, They Will Come 340\u003c\/p\u003e \u003cp\u003eDriving Buyers into the Sales Process 342\u003c\/p\u003e \u003cp\u003eDeveloping Your News Release Strategy 343\u003c\/p\u003e \u003cp\u003ePublishing News Releases Through a Distribution Service 344\u003c\/p\u003e \u003cp\u003eReach Even More Interested Buyers with RSS Feeds 345\u003c\/p\u003e \u003cp\u003eSimultaneously Publish Your News Releases to Your Website 346\u003c\/p\u003e \u003cp\u003eThe Importance of Links in Your News Releases 346\u003c\/p\u003e \u003cp\u003eFocus on the Keywords and Phrases Your Buyers Use 347\u003c\/p\u003e \u003cp\u003eIf It’s Important Enough to Tell the Media, Tell Your Clients and Prospects, Too! 349\u003c\/p\u003e \u003cp\u003e\u003cb\u003e18 Your Newsroom: A Front Door for Much More Than the Media 351\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYour Newsroom as (Free) Search Engine Optimization 352\u003c\/p\u003e \u003cp\u003eReaching Reporters and Editors and Telling Your Story 353\u003c\/p\u003e \u003cp\u003eBest Practices for Newsrooms 354\u003c\/p\u003e \u003cp\u003eOntario University Shines Spotlight on Faculty Researchers 362\u003c\/p\u003e \u003cp\u003eA Newsroom to Reach Journalists, Customers, and Bloggers 365\u003c\/p\u003e \u003cp\u003e\u003cb\u003e19 The New Rules for Reaching the Media 367\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e“Re:” Nontargeted Pitches, and Other Sleazy Tactics 367\u003c\/p\u003e \u003cp\u003eThe New Rules of Media Relations 369\u003c\/p\u003e \u003cp\u003eMedia Relations Using X 370\u003c\/p\u003e \u003cp\u003eWorking with Brand Advocates 372\u003c\/p\u003e \u003cp\u003eHow Blog and Social Media Mentions Drive Mainstream Media Stories 374\u003c\/p\u003e \u003cp\u003eLaunching Ideas with the U.S. Air Force 376\u003c\/p\u003e \u003cp\u003eLegal Caution Versus PR Clarity: Navigating Media During Crises 378\u003c\/p\u003e \u003cp\u003eHow to Pitch the Media 379\u003c\/p\u003e \u003cp\u003e\u003cb\u003e20 Newsjacking Your Way into the Media 383\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eJournalists Are Looking for What You Know 385\u003c\/p\u003e \u003cp\u003eGet Your Take on the News into the Marketplace of Ideas 386\u003c\/p\u003e \u003cp\u003eHow to Find News to Jack 388\u003c\/p\u003e \u003cp\u003eX Is Your Newsjacking Tool 394\u003c\/p\u003e \u003cp\u003eBeware: Newsjacking Can Damage Your Brand 395\u003c\/p\u003e \u003cp\u003eNewsjacking for Fun and Profit 396\u003c\/p\u003e \u003cp\u003e\u003cb\u003e21 Search Engine Marketing 399\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMaking the First Page on Google 401\u003c\/p\u003e \u003cp\u003eSearch Engine Optimization 402\u003c\/p\u003e \u003cp\u003eOwn Your Marketing Assets Instead of Renting Them 403\u003c\/p\u003e \u003cp\u003eAll Search Is Niche 404\u003c\/p\u003e \u003cp\u003eThe Importance of Voice Search 405\u003c\/p\u003e \u003cp\u003eHow to Get Found in LLM AI Chatbot Search 406\u003c\/p\u003e \u003cp\u003eCarve Out Your Own Search Engine Real Estate 409\u003c\/p\u003e \u003cp\u003eUsing the Amazon Search Engine as Marketing 410\u003c\/p\u003e \u003cp\u003eWeb Landing Pages to Drive Action 412\u003c\/p\u003e \u003cp\u003eOptimizing the Past 415\u003c\/p\u003e \u003cp\u003eSearch Engine Marketing in a Fragmented Business 416\u003c\/p\u003e \u003cp\u003e\u003cb\u003e22 Make It Happen 419\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYour Mind-Set 421\u003c\/p\u003e \u003cp\u003eThe Journey from a Traditional Marketing Executive to a Modern CMO 421\u003c\/p\u003e \u003cp\u003eManage Your Fear 422\u003c\/p\u003e \u003cp\u003eMixing Business with Your Personal Life on Social Networks 423\u003c\/p\u003e \u003cp\u003eGetting the Help You Need (and Rejecting What You Don’t) 425\u003c\/p\u003e \u003cp\u003eBringing It All Together: Brand Journalism at Cleveland Metropolitan School District 430\u003c\/p\u003e \u003cp\u003eGreat for Any Organization 432\u003c\/p\u003e \u003cp\u003eNow It’s Your Turn 435\u003c\/p\u003e \u003cp\u003eAcknowledgments for the Ninth Edition 437\u003c\/p\u003e \u003cp\u003eAbout the Author 439\u003c\/p\u003e \u003cp\u003eIndex 441\u003c\/p\u003e \u003cp\u003eMaster Newsjacking the Online Course 459\u003c\/p\u003e \u003cp\u003eHave David Meerman Scott Speak at Your Next Event! 461\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990298869989,"sku":"NP9781394282166","price":30.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781394282166.jpg?v=1761787256","url":"https:\/\/k12savings.com\/es\/products\/the-new-rules-of-marketing-pr-isbn-9781394282166","provider":"K12savings","version":"1.0","type":"link"}