Gonzo Marketing: Winning Through Worst Practices - Rilegato

Locke, Christopher

Rilegato

ISBN 10: 1841121665 ISBN 13: 9781841121666

Casa editrice: Capstone Ltd, 2001

Riassunto

Gonzo Marketing is a knuckle-whitening ride to the place where social criticism, biting satire, and serious commerce meet... and where the outdated ideals of mass marketing and broadcast media are being left in the dust. As master of ceremonies at the wake for traditional one-size-fits-all marketing, Chris Locke has assembled a unique guest list, from Geoffrey Chaucer to Hunter S. Thompson, to guide us through the revolution that is rocking business today, as people connect on the Web to form powerful micromarkets. These networked communities, based on candour, trust, passion, and a general disdain for anything that smacks of corporate smugness, reflect much deeper trends in our culture, which Locke illuminates with his characteristic wit.

Su questo libro

Informazioni sull?autore

CHRIS LOCKE is co-author of The Cluetrain Manifesto, president of Entropy Web Consulting, and editor/publisher of the widely acclaimed and justly infamous webzine, Entropy gradient Reversals. He has worked for Fujitsu, Ricoh, the Japanese government's "Fifth Generation" artificial intelligence project, Carnegie Mellon University's Robotics Institute, CMP Publications, Mecklermedia, MCI, and IBM. Named in a 2001 Financial Times Group survey as one of the "top 50 business thinkers in the world", he has written for a wide variety of business and technology publications, including Forbes, The Industry Standard, Information Week, Harvard Business Review, and Release 1.0. He lives in Boulder, Colorado.

Dalla quarta di copertina

PRAISE FOR
GONZO MARKETING

"Pink Floyd meets business: over-the-top, infuriating, provocative, entertaining and always stimulating." - Charles Leadbeater, author of Living on Thin Air

"Chris Locke maps out better than anyone else the profound changes requiring us to shift to a very different marketing model. The grand irony is that marketing has disconnected businesses from their markets. Gonzo Marketing seeks to reconnect them through conversations, stories, and people. Locke's passion and insight make this book a delight to read. It is essential reading for anyone in business who wants to thrive in markets where customers increasingly call the shots." - John Hagel III, Chief Strategy Officer, 12 Entrepreneuring, Inc., and co-author of Net Gain and Net Worth

"Chris Locke is the Internet real thing. He may be the only Internet real thing. If we had paid attention to Chris Locke in the beginning of the Internet age, maybe the internet age wouldn't be in the bad shape it's in today. But it's not too late to listen to him!" - Michael Wolff, author of Burn Rate

"Get ready to be provoked, infuriated and stimulated. You'll be the wiser for it." - Don Tapscott, co-author of Digital Capital, and co-founder of Digital 4Sight

Dal risvolto di copertina interno

"Ladies and Gentlemen, please return your tray tables to the fully upright and locked position, suspend your disbelief and put on you tinfoil pyramid hats. We are now entering lights, cue music] the Brand Dimension!"
from Gonzo Marketing

Gonzo Marketing is a knuckle-whitening ride to the place where social criticism, biting satire, and serious commerce meet and where the outdated ideals of mass marketing and broadcast media are being left in the dust. As master of ceremonies at the wake for traditional one-size-fits-all marketing, Chris Locke has assembled a unique guest list, from Geoffrey Chaucer to Hunter S. Thompson, to guide us through the revolution that is rocking business today, as people connect on the Web to form powerful micromarkets. These networked communities, based on candour, trust, passion, and a general disdain for anything that smacks of corporate smugness, reflect much deeper trends in our culture, which Locke illuminates with his characteristic wit.

Just as gonzo journalism rose in response to "objective" news standards that claimed to foster fairness but in practice discouraged writers from speaking their minds in their own voices, so too does gonzo marketing call fro a similar response to assumptions about consumer behaviour that no longer relate to how people actually live their lives.

Gonzo Marketing is not yet-another nostrum for hoodwinking the unwary. It's about market advocacy. It describes how "the artist formerly known as advertising" must do a 180. It's about transforming the marketing message from "we want your money" to "we share your interests". It's about tapping into, listening to, and even forming alliances with emerging on-line markets, who probably know more about your company than you do. It's a hip-hop cover of boring old best practices played backwards. The paradox is that companies that support and promote these communities can have everything they've always wanted: greater market share, customer loyalty, brand equity.

Irreverent, penetrating, profoundly simple, and on-the-money, Gonzo Marketing is the raucous wake-up call that no one interested in any aspect of twenty-first century business - from the trading floor right up to the boardroom - can afford to ignore.

Dettagli dell?edizione

• Editore: Capstone Ltd
• Data di pubblicazione: 2001
• Lingua: Inglese
• ISBN 10: 1841121665
• ISBN 13: 9781841121666
• Rilegatura: Copertina rigida
• Numero di pagine: 252
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile