Gonzo Marketing: Winning Through Worst Practices

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9780738207698: Gonzo Marketing: Winning Through Worst Practices

A Harvard Business Review Top-10 Business Book of 2001Gonzo 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a knuckle-whitening ride to the place where social criticism, biting satire, and serious commerce meet--and where the outdated ideals of mass marketing and broadcast media are being left in the dust. Invoking the spirit of gonzo journalism, Locke rails against business practices that treat customers like cattle, and urges marketers of all stripes to tap into Web-based communities, or "micromarkets," based on candor, trust, passion, and a general disdain for anything that smacks of corporate smugness. Gonzo Marketing shows how companies that support and promote these communities can have everything they've always wanted: greater market share, customer loyalty, and brand equity. Laced with Locke's inimitable wit and penetrating point of view, Gonzo Marketing is the raucous wake-up call that no one in business--from the trading-room floor to the boardroom--can afford to ignore.

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Review:

The coauthor of the no-more-business-as-usual blockbuster The Cluetrain Manifesto--which basically told Net-age marketers to stop talking at their markets and start conversing with them--follows up with a book that's more a highly entertaining, nimbly erudite screed against our current mass-market, mass-media culture than it is a recipe book for e-commerce marketing success in the post-cyberboom era. Writing in a paler imitation of the profanely irreverent, freely associative "gonzo" journalism style pioneered by his obvious idol Hunter S. Thompson, Locke starts with the by-now-familiar idea that old-style mass-marketing "broadcast" advertising just won't work on the Web. Indeed, he says, conventional print-ad tactics as embodied online by banners and pop-ups might actually generate more ill will than sales, and that's why companies must use the Web to somehow enjoin their products and services to the quirky niche interests of the gazillion individual cybercommunities (or "micromarkets") whose greatest advantage for marketers is how freely and speedily their members talk among themselves, touting a brand when and if it's truly deserved.

Useful examples of such enjoinment don't appear until a slim, penultimate chapter, and they are mostly theoretical in nature, e.g., what if Ford, after giving its employees worldwide free home computers and Net access (which it did), got all of them who were into organic gardening to infiltrate organic-gardening Web communities to push (via the subtle art of persuasion, one supposes) the niftiness of Ford pickups for organic gardeners? Truth be told, Locke seems more like a social critic or humanist at heart than a marketing consultant, and his essential disdain for corporations (which are anti-human, he declares, despite all their philanthropic tootle) leaves the reader wondering whether he really wants e-commerce to effectively pervade the Web's truly democratic, populist microcommunities for its own purposes. As his wonderfully cranky cult Web zine, Entropy Gradient Reversals, and his alter ego therein, RageBoy, have proven, the man's a smart, witty, broadly read cyberpundit. In Gonzo Marketing, he tweaks everyone from Disney, Time Warner AOL, and IBM to fellow biz-book writers like Seth Godin (Permission Marketing), and if you read it first for its own eclectic, acerbic delights and second for a postboom e-marketing primer, you'll be rightly pleased. --Timothy Murphy

From the Author:

I had a lot of fun writing this book, and I hope you have as much fun reading what I wrote. It's not all comedy though. As the first line promises: "This is a serious book. No fooling." And it is. Between the cracks (of which there are plenty), Gonzo Marketing describes a way for business and online markets to enter into an entirely new and far more productive kind of partnership. The model it proposes is radical -- in the sense of going to the root -- but surprisingly practical as well. The potential payoff is not just better business, but a more vibrant and interesting world. It's getting there that's the trick. I suspect the book's slashing critique of corporate "best practices" is going to cheese some people off, but good. However, I hope a many more will begin to put these ideas into practice. That comes later, though. For now, Valued Readers, just enjoy the ride! -clocke/RB

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Locke, Christopher
Editorial: Perseus Books Group, Cambridge, MA (2002)
ISBN 10: 0738207691 ISBN 13: 9780738207698
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Descripción Perseus Books Group, Cambridge, MA, 2002. Softcover. Estado de conservación: New. Estado de la sobrecubierta: No Dust Jacket. First Softcover Edition. NEW - 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. Invoking the spirit of gonzo journalism, Locke rails against business practices that treat customers like cattle, and urges marketers of all stripes to tap into Web-based communities, or "micromarkets" based on candor, trust, passion, and a general disdain for anything that smacks of corporate smugness. Gonzo Marketing shows how companies that support and promote these communities can have everything they've always wanted: Greater market share, customer loyalty, and brand equity. Laced with Locke's inimitable style and penetrating point of view, Gonzo Marketing is the raucous wake-up call that no one in business - from the trading room floor to the boardroom - can afford to ignore. 243 pages including an index and notes. 8vo - over 7¾" - 9¾" tall. Nº de ref. de la librería 002237

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Descripción Basic Books 10/17/2002, 2002. Paperback or Softback. Estado de conservación: New. Gonzo Marketing: Winning Through Worst Practices. Book. Nº de ref. de la librería BBS-9780738207698

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Descripción INGRAM PUBLISHER SERVICES US, United States, 2002. Paperback. Estado de conservación: New. Revised ed.. Language: English . Brand New Book ***** Print on Demand *****.A Harvard Business Review Top-10 Business Book of 2001Gonzo 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. Invoking the spirit of gonzo journalism, Locke rails against business practices that treat customers like cattle, and urges marketers of all stripes to tap into Web-based communities, or micromarkets, based on candor, trust, passion, and a general disdain for anything that smacks of corporate smugness. Gonzo Marketing shows how companies that support and promote these communities can have everything they ve always wanted: greater market share, customer loyalty, and brand equity. Laced with Locke s inimitable wit and penetrating point of view, Gonzo Marketing is the raucous wake-up call that no one in business--from the trading-room floor to the boardroom--can afford to ignore. Nº de ref. de la librería APC9780738207698

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Descripción INGRAM PUBLISHER SERVICES US, United States, 2002. Paperback. Estado de conservación: New. Revised ed.. Language: English . Brand New Book ***** Print on Demand *****. A Harvard Business Review Top-10 Business Book of 2001Gonzo 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. Invoking the spirit of gonzo journalism, Locke rails against business practices that treat customers like cattle, and urges marketers of all stripes to tap into Web-based communities, or micromarkets, based on candor, trust, passion, and a general disdain for anything that smacks of corporate smugness. Gonzo Marketing shows how companies that support and promote these communities can have everything they ve always wanted: greater market share, customer loyalty, and brand equity. Laced with Locke s inimitable wit and penetrating point of view, Gonzo Marketing is the raucous wake-up call that no one in business--from the trading-room floor to the boardroom--can afford to ignore. Nº de ref. de la librería APC9780738207698

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Descripción Perseus Books 2002-09-26, 2002. Estado de conservación: New. Brand new book, sourced directly from publisher. Dispatched within 2 working days from our warehouse. Book will be sent in robust, secure packaging to ensure it reaches you securely. Nº de ref. de la librería NU-ING-22351818

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Descripción Basic Books. Paperback. Estado de conservación: New. Paperback. 256 pages. Dimensions: 9.0in. x 6.1in. x 0.7in.A Harvard Business Review Top-10 Business Book of 2001Gonzo 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. Invoking the spirit of gonzo journalism, Locke rails against business practices that treat customers like cattle, and urges marketers of all stripes to tap into Web-based communities, or micromarkets, based on candor, trust, passion, and a general disdain for anything that smacks of corporate smugness. Gonzo Marketing shows how companies that support and promote these communities can have everything theyve always wanted: greater market share, customer loyalty, and brand equity. Laced with Lockes inimitable wit and penetrating point of view, Gonzo Marketing is the raucous wake-up call that no one in business-from the trading-room floor to the boardroom-can afford to ignore. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Paperback. Nº de ref. de la librería 9780738207698

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Descripción Basic Books, 2002. Paperback. Estado de conservación: New. Nº de ref. de la librería INGM9780738207698

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