This book review is part of a series that covers the topic of Marketing Strategy. Marketing Strategy is a business’ approach to marketing its products and services, forming the basis for developing a marketing plan. Paul Keetch is the Official Guide to Marketing Strategy.

The New Rules of Marketing and PR, by David Meerman Scott, is a valuable resource for people interested in Marketing Strategy, and it is available through Amazon.com and Barnes & Noble.

Book Description

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.

Author's Bio: 

This book review is part of a series that covers the topic of Marketing Strategy. The Official Guide to Marketing Strategy is Paul Keetch. From a business perspective, Paul brings more than six years of direct-response information marketing experience to the table, with a focus on internet and new media marketing. A lifelong entrepreneur, Paul started his first business at the ripe young age of 13, selling personalized gifts door-to-door as a Regal™ distributor and has never looked back. He has owned several successful “solopreneur” businesses including Brokenfeet Design & Consulting and Atlas Avenue Artist Management.

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Paul Keetch, the Official Guide to Marketing Strategy