Scott provides the technical novice a thoughtful and accessible guide to cutting-edge media arenas and formats such as RSS, vodcasts and viral marketing, without neglecting the fact that technological wizardry can’t substitute for a well-thought out marketing program. Besides emphasizing fundamentals like defining one’s audience, Scott also drills home the ethos and etiquette of the web, encouraging content that’s both useful and unobtrusive.

The Father of Guerrilla Marketing, Jay Conrad Levinson, changed marketing forever when he unleashed his original arsenal of marketing tactics for surviving the advertising jungle on a shoestring budget. And now, Levinson and online marketing masters Mitch Meyerson and Mary Eule Scarborough once again show you how to beat the odds by combining the unconventional, take-no-prisoners Guerrilla Marketing approach with today’s ultimate marketing weapon-the Internet.