By David Meerman Scott, 2010

ISBN 0470645954

David Meerman Scott's book The New Rules of Marketing & PR opened people's eyes to the new realities of marketing and public relations on the Web. Six months on the BusinessWeek bestseller list and published in more than twenty languages, New Rules is now a modern business classic. Scott's popular blog and hundreds of speaking engagements around the world give him a singular perspective on how businesses are implementing new strategies to reach buyers.

Now, in Real-Time Marketing & PR, Scott opens eyes again with his groundbreaking ideas on the opportunities (and threats) inherent in today's always-on, 24x7, instant business environment. Real-time marketing and public relations is when organizations respond to events as they occur. It's when companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace.

And it's when businesses see an opportunity and are the first to act on it. The Internet fundamentally changes the timescales on which we do business, compressing time and imparting a competitive advantage to the quick. In every market, there is room for smart organizations to seize market share and improve profits by providing a product or service or communications initiative at speed.

Here are just a few ways that smart organizations are using the power of real-time strategies to build revenue, spread ideas, and interact with potential buyers around the world Crowdsource product development and marketing materials such as online videos Limit quantities of hot new products Create real-time deal alerts for your best customers Create products that exploit real-time advantages Develop products based on a breaking news story Get front-page coverage by being the first to comment on breaking news Be on the lookout for unhappy customers As Scott shows with dozens of examples from organizations large and small from all over the world, speed and agility are now a competitive advantage in today's marketplace. Real-Time Marketing & PR explores new ideas about how fostering a real-time culture benefits organizations. The book digs into details about how companies, nonprofits, government agencies, entrepreneurs and even jobseekers get a leg up on the competition by being first to market and by communicating quickly.

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