The Cluetrain Manifesto - Tapa dura

Fast Company "You might not agree with everything these Web provocateurs say...but you will ignore their ideas at your own peril." Wall Street Journal "The pretentious, strident and absolutely brilliant creation of four marketing gurus who have renounced marketing-as-usual." Multichannel Merchant "A book written early enough to not even contain the word 'blog, ' but more relevant now than ever." The Gazette (Montreal) "The reason [this book] is still so attractive for businesspeople is that the four authors are, primarily, tech guys...so their thoughts are pure, focused and very different from business-oriented authors." Library Journal "A weighty work that gets at the heart of the matter: the powerful impact the Internet has had and will continue to have." The Star (South Africa) "Almost 10 years ago [this] seminal book...set out to examine the challenges to business that the internet posed...Well into the first decade of the brave new 21st century, it is clear that the changes these prophets spoke of are irreversible." "Fast Company" "You might not agree with everything these Web provocateurs say...but you will ignore their ideas at your own peril." "Wall Street Journal" "The pretentious, strident and absolutely brilliant creation of four marketing gurus who have renounced marketing-as-usual." "Multichannel Merchant" "A book written early enough to not even contain the word 'blog, ' but more relevant now than ever." "The Gazette" (Montreal) "The reason [this book] is still so attractive for businesspeople is that the four authors are, primarily, tech guys...so their thoughts are pure, focused and very different from business-oriented authors." "Library Journal" "A weighty work that gets at the heart of the matter: the powerful impact the Internet has had and will continue to have." "The Star" (South Africa) "Almost 10 years ago [this] seminal book...set out to examine the challenges to business that the internet posed...Well into the first decade of the brave new 21st century, it is clear that the changes these prophets spoke of are irreversible." "Harvard Business Review" "While others work on turning the Internet into the perfect medium for reaching traditional business goals, these four Net-philes hope cyberspace will give commerce a 'human voice'" "The Miami Herald" "One of the best, most eye-opening books I ever read about marketing...as potent and relevant now as it was when it came out."

"The Cluetrain Manifesto" is as potent and relevant now as it was when came out ten years ago. "The Cluetrain Manifesto" began as a Web site in 1999 when the authors, who have worked variously at IBM, Sun Microsystems, the Linux Journal, and NPR, posted 95 theses that pronounced what they felt was the new reality of the networked marketplace. For example, thesis no. 2: 'Markets consist of human beings, not demographic sectors'; thesis no. 20: 'Companies need to realize their markets are often laughing at them'; thesis no. 62: 'Markets do not want to talk to flacks and hucksters. They want to participate in the conversations going on behind the corporate firewall'; thesis no. 74: 'We are immune to advertising. Just forget it'. The book enlarges on these themes through seven essays filled with dozens of stories and observations about how business gets done in America and how the Internet will continue to change it all. Ten years after its original publication, the message itself remains quite relevant and unique. With four new forewords, this book is for anyone interested in the Internet and e-commerce, and is especially important for those businesses navigating the topography of the wired marketplace.