Note: The third edition of David Meerman Scott's modern business classic, The New Rules of Marketing and PR, was published this week. Longtime BusinessWeek bestsellers, previous editions have more than a quarter million copies in print in some 25 languages.

The New Rules of Marketing and PR was originally published in 2007. At the time I was writing it (in 2006), Twitter did not exist and Facebook was open only to students. So when the original edition came out, I knew right away that things were "missing." That's the nature of book publishing in a fast-moving marketplace. (Every now and then I'd get an email from someone saying something like, "Hey, there's this new service called Twitter. It's not in your book. Ever heard of it?")

The third edition has a new chapter on real-time marketing and PR (a passion of mine), and also a new chapter on mobile marketing. When the second edition came out a little less than two years ago, Foursquare and other GPS-enabled mobile sharing apps were just emerging, and I did not talk about them. Today, those apps are mainstream, so I have included a lot in the mobile chapter about how to market with those tools. The third edition also has a new section on measurement and a bunch of new examples of success from organizations around the world.

(Incidentally, Google+ came out in July, after the third edition was already at the printer. So, I already have the first revision for a fourth edition.)

One thing that doesn't change in any of the editions, however, is the concept that the Web is an essential way for every outfit to market.

The idea that you no longer have to rely exclusively on buying advertising and begging mainstream media to cover you is liberating for people. Creating great content (e.g., a YouTube video, blog post, e-book, photo, infographic) truly brands an organization as one that's worthy of doing business with.

Still, four years after the first edition, many people (especially executives) continue to resist the idea of giving content away.

Measuring the Power of Free

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image of David Meerman Scott

David Meerman Scott is a marketing strategist, entrepreneur, and partner in the sonic branding studio Signature Tones. He is the author of 10 books, including The New Rules of Marketing and PR, now in its 6th edition, with 350,000+ copies sold in English and available in 29 languages.

Twitter: @dmscott

LinkedIn: David Meerman Scott