Management Magazine Autumn 2017

Management Magazine
Autumn 2017

Marketing Legends


Marketing Legends Lecture and Awards Banquet

David Meerman Scott

2017 Honoree: David Meerman Scott

Those who attended the banquet received an autographed copy of Scott’s book, The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly.

new rules of marketing

Additionally, Scott worked through a how-to exercise on “newsjacking.”

Every year through the Marketing Legends Lecture and Award Banquet, the Jindal School honors an author or professional who has transformed the marketing landscape through thought leadership, books and/or the launch of successful new companies or platforms. This past year, we were pleased and honored to award David Meerman Scott the 2017 Marketing Legends Award. Scott’s early evangelism and books have contributed to the adoption of social media by marketers and companies worldwide.

Scott is an internationally acclaimed sales and marketing and public relations strategist whose books and blog are must-reads for professionals and organizations seeking to stand out, get noticed and capture hearts and minds for their products, services and ideas. He is the author or co-author of 10 books translated into more than 29 languages – including three international bestsellers. More than one million are in print, including:

  • The New Rules of Marketing & PR, now in its sixth edition with over 350,000 copies sold
  • Real-Time Marketing & PR: How to Instantly Engage Your Market, Connect With Customers, and Create Products That Grow Your Business Now, a Wall Street Journal bestseller
  • The New Rules of Sales & Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business.

Themes Scott covered in his lecture:

  • The way most companies sell is out of alignment with the way people buy. Be fearless and close the gap with social selling and content-marketing strategies and tactics.
  • Real-time rules: speed and agility win – not the biggest media budget! Learn low/no-cost ways to build business and get attention.
  • Stand out, spread ideas, win hearts and minds, drive sales by creating content that gets noticed when people are ready to buy.
  • Be fearless – embrace a real-time mindset organization-wide. Generate interest and new relationships in minutes – not months.
  • Leveraging big data and strategies like “newsjacking,” which will be explained in detail at the banquet.

David Meerman Scott leads the way and outlines fresh, measurable and low- and no-cost strategies – like newsjacking – to instantly and directly reach an audience. His informative, entertaining and high-energy presentations shine a light on the best examples of success from a wide variety of large and small organizations – from business-to-business outfits to rock bands, nonprofits to entrepreneurial growth businesses. He energizes audiences and shows people how to get found at the exact moment buyers are looking. Social media are the tools, but it is a real-time mindset that drives strategy in a world where speed and agility – not the biggest budget – win. Shift from the controlled and message-driven advertising/PR paradigm and learn to win hearts and minds by creating content that people are eager to consume and share.

Scott’s groundbreaking strategies do not just slap social media onto dusty old strategies – they reinvent the way to engage the marketplace.

  • About JSOM
  • About Scott

About JSOM

With more than 9,000 undergraduate and graduate students, the Naveen Jindal School of Management is the largest of the eight schools at UT Dallas. For more than 40 years, the school has provided students an excellent education grounded in management theory and practice; and graduated students who excel in the careers they choose. The Jindal School’s faculty rank among the top five worldwide in terms of research contributions. Leading publications such as Bloomberg Businessweek, Financial Times and U.S. News & World Report have recognized it as a leading business school in the United States and around the globe.

The Marketing Area at the Jindal School offers a bachelor’s and a master’s degree program and a marketing concentration at the PhD level. The marketing programs enroll more than 700 students, offer multiple tracks and courses focused on high growth areas and skills in demand in the Dallas-Fort Worth Metroplex, a strong job market. All these factors have contributed to our school’s numerous top rankings.

Diane McNulty, PhD Associate Dean, for External Affairs and Corporate Development
Alexander Edsel Senior Lecturer
Director, MS Marketing Programs

About David Meerman Scott

David Meerman Scott

The 2017 Marketing Legends honoree, David Meerman Scott, is an internationally acclaimed sales and marketing/PR strategist whose books and blog are must-reads for professionals and organizations seeking to stand out, get noticed and capture hearts and minds for their products, services and ideas. He is author or co-author of 10 books (including three international bestsellers), with one million books in print.

Scott is a master of the new rules for growing business, spreading ideas and generating attention in our always-on, Web-driven world. Advance planning is out – speed and agility are in. Scale and media buying power are no longer a decisive advantage. Instead, real-time is the mindset – and content matters – you are what you publish. Those who can be fearless and put away old strategies and tactics in favor of a new way will reap the rewards. Scott says.

In addition to his work as a best-selling writer, researcher and international speaker, he is also an adviser to emerging companies who are working to transform their industries by delivering disruptive products and services.

Scott delivered success as a member of the board of directors of NewsWatch KK (successfully sold to Yahoo Japan) and Kadient (successfully merged with Sant). He also served on the board of advisers of Eloqua (successful IPO in mid-2012 and sale to Oracle in early 2013) and GrabCAD (successfully sold to Stratasys in mid-2014).