David Meerman Scott asserts that the Internet has transformed marketing and public relations forever, and he’s undoubtedly got a point; however, his argument is extremely light on facts and figures (the text contains hardly any numbers at all), and heavy on case studies. Based on Scott’s blog, the book is anecdotal, chatty, easy to read and occasionally repetitive. Scott is an evangelist for using the Web in new ways, and his ideas are useful and practical. getAbstract recommends this book to experienced marketers who are unfamiliar with or skeptical of new media and techniques; younger readers may find it superficial or obvious.
In this summary, you will learn
- How the Internet has changed marketing and public relations;
- What new techniques maximize Web-based marketing; and
- What roles blogs, wikis and listserves play.
About the Author
David Meerman Scott is an award-winning online strategist. He has made presentations at industry conferences and events in more than 20 countries.