Sample chapter: “The Old Rules of Marketing and PR Are Ineffective in an Online World,” from The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly, June 2007, by David Meerman Scott. Discusses the decreasing effectiveness of one way, company-to-consumer advertising, particularly in an advertising medium as dynamic as the Internet.
Sample chapter: “Internet Apocalypso” from The Cluetrain Manifesto: The End of Business as Usual, January 1999, by Christopher Locke, Rick Levine, Doc Searls, David Weinberger. Discusses how new communications technologies such as chat and web pages are fundamentally changing the nature of business marketing.
Sample chapter: “Lost and Found,” from Ambient Findability: What We Find Changes Who We Become, September 2005, by Peter Morville, defines the term “ambient findability” and discusses the increasingly connected and therefore searchable nature of life in the age of mobile Internet.