Spotlight customer reviews:
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Customer Rating: 
Summary: Finally! Someone embraces Marketing 2.0
Comment: It was so exciting to find someone who understands the importance that technology is playing in marketing and PR. So many people are still in denial.
This is a great read; easy to understand, even for the technophobe. It takes the mystery out of PR in today's world. I recommend every business owner read it.
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Summary: Buen libro
Comment: Este es un libro muy interesante y de mucha ayuda para el tema de marketing.
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Summary: Great Book on New Rules of Marketing
Comment: As the title suggests, David Meerman Scott's "New Rules of Marketing & PR" charts a new course for how companies should spend their marketing and pr time and dollars. Leveraging the relatively new technologies like the web, email, and social media Scott outlines new methods for getting your company in front of buyers. Best of all, these new rules can be applied to any company, regardless of industry.
Obviously, if there are "new" rules, there must have been "old" ones. Diligently, Scott discusses those old rules, from spending hard earned money on "interruption" advertising, using traditional methods of press releases, and public relations in the pre-new media days. It sets the stage for the "New" rules which rely heavily on the world wide web, content, and the ability of firms to reaches their buyers directly, rather than have to go through a host of intermediaries.
From the use of blogs, to using different web services to issue press releases, from other types of social media, and emphasizing thought leadership and quality content, Scott, goes in depth how a "new rules" driven marketing and pr department can have a greater impact than they could have had using the old rules. The key component is that content is king. For marketing and communications departments, producing quality content in the form of white papers, or case studies, is a great way of reaching your buyers. More importantly, thought leadership positions your company to be viewed as a respected leader, something that is critical in the buyer driven sales process.
A critical component to the "new rules" is the creation of buyer personas. If you are familiar with the work of Adele Ravelle (www.buyerpersona.com), then you are familiar with the process. If not, it is an exercise in identifying those individual types who would buy your product. More importantly, those personas provide insights in how to market to them directly.
Since much of Scott's book does rely on new media, he also spends time discussing new technologies like podcasting, videocasts, and social media sites like MySpace. The great thing about Scott's "new rules" is that it is for you, the marcomm director, to take advantage of. Many of the resources are open directly to you, at your control.
If you are like me, at a company that is looking to take greater control of marketing and communications, become more effective, and do it in a way without the need of an agency, this is a fantastic book. I highly recommend.
Customer Rating: 
Summary: essential book
Comment: great book that provides tips and helpful insights into the new world of marketing. a must have for all marketing and pr professionals.
Customer Rating:
Summary: From a Marketing Professional
Comment: I own a small marketing and PR firm in the midwest and I've been in markteing for more than 20 years. This is one of the best books I've read and has really helped me to put my arms around use of technology combined wiht traditional methods for my clients. It's easy-to-read yet packed full of useful information.
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