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 they’ll likely ignore, you can focus on getting the right message to the right people at the right time.

When people visit your company’s Web site, they aren’t there to hear your slogan or see your logo again. They want information, interaction, and choice—and you’d 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.

Customer Rating:
Summary: Great book
Comment: This book is well organized and packed with useful insights for anyone looking to embrace the web as an effective marketing vehicle.

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Customer Rating:
Summary: Great Resource For Small Business
Comment: As a small business owner, I'm always looking for ways to do things more efficiently and at a lower cost. This book is filled with ideas to help you accomplish both. If I can take away at least one gem from a book, I consider it worth my time. This book gave me many new ways of thinking about the way I'm currently looing at my own strategies.

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Customer Rating:
Summary: A Great Guide for Government Communicators
Comment: Many local governments are just now beginning to leverage the vast potential of online resources in promoting civic engagement. David's guide to the "new rules" contains a number of gems that are easily implemented at a minimal cost. His discussion of the uses for online newsrooms is worth the price of the book by itself. Every government communicator should have a copy.

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Customer Rating:
Summary: Useful, Actionable and Obtainable
Comment: The New Rules of Marketing and PR is one of the few business books that present information that both the small business owner and larger corporation can gain from. The advice is thoughtful and actionable and tied together with real world examples. It will lay the foundation for any PR novice or marketing person that's trying to understand the shift away from traditional PR to engaging with consumers in an authentic way using a variety of social media tools including forums, blogs, videos and podcasts.

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Customer Rating:
Summary: Required reading for all Marketing Mavens
Comment: Insightful and practical look at how modern marketing mavens are leveraging the Internet to reach their best customers.

Should be on the required reading list for anyone involved in marketing a product or service.

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