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

图书标准信息

• 作者 David Meerman Scott（戴维·米尔曼·斯科特） 著
• 出版社 Wiley
• 出版时间 2010-10
• ISBN 9780470645956
• 定价 273.50元
• 装帧 精装
• 开本 其他
• 纸张 胶版纸
• 页数 244页
• 正文语种 英语

【内容简介】

Gonearethedayswhenyoucouldplanoutyourmarketingandpublicrelationsprogramswellinadvanceandreleasethemonyourtimetable.It'sareal-timeworldnow,andifyou'renotengaged,thenyou'reonyourwaytomarketplaceirrelevance.

"Realtime"meansnewsbreaksoverminutes,notdays.Itmeansideaspercolate,thensuddenlyandunpredictablygoviraltoaglobalaudience.It'swhencompaniesdevelop(orrefine)productsorservicesinstantly,basedonfeedbackfromcustomersoreventsinthemarketplace.Andit'swhenbusinessesseeanopportunityandarethefirsttoactonit.

Caughtupinold,time-consumingprocesses,toomanycompaniesleavethemselvesfatallyexposedbyflyingblindthroughthisnewmediaenvironment.Youdon'thavetobeamongthem.DiscoverReal-TimeMarketingandPRandgetaclearpathtonavigateandsucceedinthechangedbusinesslandscape.

Inthiseye-openingfollow-uptoTheNewRulesofMarketingandPR,aBusinessWeekbestseller,DavidMeermanScottrevealstheproven,practicalstepstotakeyourbusinessintothereal-timeera.Findouthowtoactandreactflexiblyaseventsoccur,positionyourbrandinthealways-onworldoftheWeb,andavoidembarrassingmistakesandmissteps.Real-TimeMarketingandPRwillalsoenableyouto:

Developabusinessculturethatencouragesspeedoversloth

Readbuyingsignalsaspeopleinteractwithyouronlineinformation

Crowdsourceproductdevelopment,naming,andevenmarketingmaterialssuchasonlinevideos

Engagereporterstoshapestoriesastheyarebeingwritten

Commandpremiumpricesbydeliveringproductsatspeed

Deploytechnologytolisteninonmillionsofonlinediscussionsandinstantlyengagewithcustomersandbuyers

Scaleandmediabuyingpowerarenolongeradecisiveadvantage.Whatcountstodayisspeedandagility.Whileyourcompetitorsscrambletoadjust,youcanseizetheinitiative,opennewchannels,andgrowyourbrand.MasterReal-TimeMarketingandPRtodayandbecomethefirsttoact,thefirsttorespond,andthefirsttowin!

　　在当今这个“微博时代”实时性是关键，企业和个人可能瞬间抓住机会获得成功，也可能由于缺乏及时应对而导致不可估量的损失。针对“美联航摔坏了吉他”事件，《微博时代的实时营销与公关》作者通过对比美联航的消极应对失策以及泰勒吉他公司和卡尔顿箱包公司如何抓住商机，旗帜鲜明地指出了实时营销和公关的重要性。

　　《微博时代的实时营销与公关》是继《新规则：用社会化媒体做营销和公关》之后，作者David Meerman Scott推出的又一本力作，是实时营销理论的奠基之作和实践指南。本书通过财富500强公司的大量生动案例，巧妙地揭示了如何利用社会媒体实时地进行营销和公关，如何即时融入市场，联系客户以及开发新的产品，从而使企业在激烈的市场竞争中赢得巨大的竞争优势。

【作者简介】

DavidMeermanScott'sbookTheNewRulesofMarketingandPRopenedpeople'seyestothenewrealitiesofmarketingandpublicrelationsontheWeb.SixmonthsontheBusinessWeekbestsellerlistandpublishedinmorethantwentylanguages,NewRulesisnowamodernbusinessclassic.David'spopularblogandhundredsofspeakingengagementsaroundtheworldgivehimasingularperspectiveonhowbusinessesareimplementingnewstrategiestoreachbuyersinrealtime.

　　David Meerman Scott，是一位营销战略家、演讲家。他所开发的计划赢得了无数的奖项，而且帮助一些产品和服务在全球的销售额突破10亿美元。Scott主要从事在线新闻工作，他曾任NewsEdge Corporation营销副总裁，也在Knight-Ridder（当时世界上最大的报业公司之一）电子信息部门担任过管理职务。现在，他在世界各地发表主题演讲，把营销和公关新规则传播给更多人。他是畅销书《新规则：用社会化媒体做营销和公关》的作者。