The new rules of marketing & PR :
How to use news releases, blogs, podcasting, viral marketing & online media to reach buyers directly
David MEERMAN SCOTT
Wiley – 3ème éd. – 2011
For marketers, it 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 people who make your business work. This one-of-a-kind guide includes a step-by-step action plan for harnessing the power of the Internet to create compelling messages, get them in front of customers, and lead those customers into the buying process.