THE NEW INFLUENCERS: A MARKETER’S GUIDE TO THE NEW SOCIAL MEDIA

Book ID/图书代码： 02173007B19388

English Summary/英文概要： Exploring how and why online forums such as Facebook, Twitter, and blogs have gained such popularity—and credibility—with consumers, this practical guide offers proven strategies for organizations to leverage these new internet-based social media outlets. The differences between traditional and new media are explored, as are simple ways business owners and marketers can use these new resources to communicate with their customers. Practical tips on gaining the attention of and interacting with influential bloggers, the pros and cons of creating a company blog, guerilla marketing on the internet, and restructuring marketing expectations are also discussed.

Chinese Summary/中文概要： 新的虛擬市場充滿無限機會，Facebook、Twitter、Youtube、MySpace等網路平台崛起，引發無數商機。網路市場研究專家Paul Gillin以行銷技能、實際案例為基礎，輔佐企業分析，整合實務的經驗，提供中小企業易用易學的知識:
媒體如何影響消費者決策過程
如何在虛擬市場與客戶互動
如何依個人企業，量身打造網路的行銷策略
想了解如何拓展客群，提升銷售業績? 本書引導讀者深入新興網路市場發展的消費脈動、掌握電子商務的成功關鍵，有效徹底執行網路行銷計畫，發揮虛擬市場最大的行銷功效。(CL)

Awards/获奖情况：富比世雜誌(Forbes) 商業類優良圖書銀質獎推薦好書
矽谷教父,高科技營銷魔法之父 - 傑弗里·摩爾(Geoffrey A. Moore)專序推薦

Reviews
"As word of mouth loses opinion-forming power to word of blog, companies are faced with a revolution in how their brands and corporate image will be shaped in the future. Paul Gillin provides a very insightful and well-written guide on how to effectively benefit from these dramatic changes. A must read!"---Patrick J. McGovern, founder and chairman, International Data Group (IDG) 全球最大資訊技術研究及風險投資公司IDG董事長Patrick J. McGovern

"I heartily recommend the books by both Robert Scoble and Paul Gillin and you should jump at the chance to hear them in person."---Mike Moran, Biznology Blog 經濟學家麥克-默蘭

"I’d suggest this book for any manager or senior executive who doesn’t "get" social media."---Sam Decker, Decker Marketing《301個抓住顧客的點子》山姆迪克

"Individuals, armed with technology, are seeking out others like themselves and sharing their opinions with the world. There s a new breed of influencers and they re talking about your brand. Gillin has managed to capture the essence of trend and what it means for marketers."---Steve Rubel, Micro Persuasion 美國IT評論家

About the Author/作者介绍： Paul Gillin投身新聞界25年。之前的經歷，曾擔任科技週刊《電腦世界(Computerworld)》的主編，而後擔任線上出版IT專業媒体《Tech Target》的編輯。Paul Gillin曾經出版過的書籍包括研究網路市場與媒體所導致的市場變化的《Secrets of Social Media Marketing》，這本書於2008年出版，曾經獲得《富比世雜誌(Forbes)》雜誌的商業類圖書獎。除此之外，他是麻省理工學院社會媒體研究的聯合主席。

Format:电子手稿

Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE

Complex/Traditional Chinese/繁体中文：AVAILABLE

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