Scott, D. M. (2022). The new rules of marketing and PR: How to use content marketing, podcasting, social media, AI, live video, and newsjacking to reach buyers directly (8th ed.). John Wiley & Sons.
Part I How the Web Has Changed the Rules of Marketing and PR
- Chapter 3: Reaching Your Buyers Directly (pp. 41-57). Selecting effective marketing tools in a digitally driven information world.
Part II Web-Based Communications to Reach Buyers Directly
- Chapter 7: Artificial Intelligence and Machine Learning for Marketing and PR (pp. 123-136). Navigating artificial intelligence to develop human-based relationships with your audiences.
Part III Action Plan for Harnessing the Power of the New Rules
- Chapter 21: Search Engine Marketing (pp. 399-413). Delivering compelling content through an understanding of effective search engine tools.
- Chapter 22: Make it Hapen (pp. 417-433). Employing digital tools as part of a thoughtful strategic communication strategy.
