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Download Gonzo Marketing: Winning through Worst Practices fb2, epub

by Christopher Locke

Download Gonzo Marketing: Winning through Worst Practices fb2, epub

ISBN: 1841121665
Author: Christopher Locke
Language: English
Publisher: Capstone; 1 edition (December 24, 2001)
Pages: 252
Category: Marketing & Sales
Subcategory: Money
Rating: 4.9
Votes: 652
Size Fb2: 1970 kb
Size ePub: 1895 kb
Size Djvu: 1555 kb
Other formats: lrf rtf mbr docx


Series: Winning Through Worst Practices. Paperback: 256 pages. Upon finishing Cluetrainer Christopher Locke's masterful Gonzo Marketing, I said, "I want to believe. I suppose I should clarify.

Series: Winning Through Worst Practices. After all, I'm a diehard, card-carrying, seen-the-light Cluetrainer.

Upon finishing Cluetrainer Christopher Locke's masterful Gonzo Marketing, I said, "I want to believe.

Download it once and read it on your Kindle device, PC, phones or tablets. Like his last book, The Cluetrain Manifesto, in this book Christopher Locke attacks the sort of stale, boring marketing and customer relations practices that are practiced by nearly every corporation in the world.

Marketing - especially online marketing - is a wasteland of failed strategies, bogus gurus and overused hype.

book by Christopher Locke . Marketing - especially online marketing - is a wasteland of failed strategies, bogus gurus and overused hype.

Chris Locke, one of the most outspoken and original denizens of Web culture, sounds off against the limitations of traditional "broadcast" marketing and offers an alternative approach to building customer trust and loyalty. Abstract: Chris Locke, one of the most outspoken and original denizens of Web culture, sounds off against the limitations of traditional "broadcast" marketing and offers an alternative approach to building customer trust and loyalty. Издательство: Basic Books.

Gonzo Marketing book. Goodreads helps you keep track of books you want to read. Start by marking Gonzo Marketing: Winning Through Worst Practices as Want to Read: Want to Read savin. ant to Read.

Locke is also the author of Gonzo Marketing: Winning Through Worst Practices, a book that expands on the Cluetrain Manifesto's themes, and of The Bombast Transcripts: Rants and Screeds of RageBoy, a compilation of Entropy Gradient Reversals pieces. Locke has been praised by The Economist for the "wisdom of RageBoy

Christopher Locke17 czerwca 2009. Sprzedawca: Basic Books.

Christopher Locke17 czerwca 2009. Przełącz na audiobooka. Dodaj do listy życzeń.

Bits and pieces of this book first appeared in different form. in various hardcopy and online publications"-P. ix. Includes bibliographical references and index. Eight miles high : the view from 40,000 feet - The value proposition - Code blue in the marketing ward - Stories as strange attractors - Social marketing and public journalism - From micromedia to micromarkets - The Gonzo model - Champions of the world

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.

Comments:

Vathennece
Like his last book, The Cluetrain Manifesto, in this book Christopher Locke attacks the sort of stale, boring marketing and customer relations practices that are practiced by nearly every corporation in the world.
The book contends that press release, the press tour, the analyst quote, and the friendly book jacket review are not what consumers are looking at today. The consumer of today is looking at things like my review here to make their decision, or they are looking at usenet newsgroups, or enthusiast web sites, or instant-messaging their friends to see what they like.
Locke proposes a new way of dealing with customers, called "the Gonzo model", which provides a lot of ideas for how these old-world customers can changes to embrace some new ideas. This is a great chapter to give to your corporate management to get them thinking in new ways.
I've already used this at work. Just this week, I rejected a flyer that we had some marketing contractors write for us that was full of marketing doublespeak. That's the great part of Locke's book, it wakes you up from the stupor that your bland, lifeless marketing has put you in. Have you ever *read* one of your corporate press releases? Prepare to be frightened.
Speaking of gonzo marketing, as a subscriber to the EGR list, I hope if Locke sees this he has the integrity to ... me to the list.
8-)
Ranterl
Upon finishing Cluetrainer Christopher Locke's masterful Gonzo Marketing, I said, "I want to believe."
I suppose I should clarify. After all, I'm a diehard, card-carrying, seen-the-light Cluetrainer. I signed the dotted line. I was among the first to buy the hardback. I wrote a glowing Amazon review. I weigh potential clients by scanning their shelves for that familiar Cluetrain cover. I've referred to it more times than I can remember.
So yeah, I am a believer as far as that goes.
And, yeah again, I'm a believer in what Locke says in Gonzo Marketing--and he says it so well! Mass markets and their accompanying top-down mass media "buy it" pleas are dead or dying. Business is scurrying to find out why advertising--its lifeblood--is increasingly barren. Fatcat media execs scramble to discover where their audiences have gone as ratings continue a downward plunge, trying ever-more-desperate measures to attract a crowd. Slice-and-dice market segmentation doesn't cut the mustard any longer; niche marketing has broken down under the assault of emerging micromarkets, too tiny for giant marketing campaigns to reach.
What's happening to the world we've known for a hundred years?
It's simple, says Locke. People are fed up with hype, mass marketing, force-fed selling and its accompanying falderol. We're dying for the sound of a human voice, not some artfully-but-painfully-obviously-crafted tagline. We're tired of the repeated efforts of corporate rustlers to sear their brands in our hearts and minds. We're not mindless automatons who idiotically dispense greenbacks every time we see a commercial!
We want to be known, to be heard, to be respected as individuals, as living, breathing valued human beings,
We're finding this on the Web.
In Gonzo Marketing, Locke picks up where Cluetrain left off and begins to lead us to the Promised Land. But not by the most direct route. He leads us to various fields of green, to waters still and waters turbulent. He rants, he raves, he whispers and laughs. He laughs a lot--and he cusses too, or he wouldn't be our RageBoy. At times we wonder exactly where it is we're headed...
But resist that temptation to jump ahead to the last chapters. For you shall miss many and sundry wonders--wonders that will shed golden light when Brother Chris finally brings us to his apocalypse, his revelation.
It's good. It's right. It's even practical (something that Cluetrain wasn't quite ready to be). It might even work.
But...
I know that corpocracy and its media high priests still haven't got a clue. I've been in the maw, the very belly of the beast. Like Locke, I've buried my ideals and worked in the salt mines of giant firms and media monsters.
And while I've found hundreds, nay, thousands of people of like mind, people seeking to express their voice, their ideas, their passion for their work, yearning to actually benefit their employer by employing their gifts and talents and voices on the Web as Locke suggests.... the giant bronze doors to the executive suites remain hermetically sealed, guarded with a flaming sword that bans all entry. Even worse, should we ever reach the inner sanctum we will find that the very foreheads of the top-down, control-at-all-costs commissars are like brass.
That's why I say, "I want to believe!" For Locke is right, and his ideas can bear great fruit for companies, workers and employees. Yet the thirst for power and the hunger for dollars and the terror of failing the institutional stockholders hold business and media executives in thrall. I fear it will take a catastrophe of epic proportions to shake them loose.
So buy this book. Read it. Now. Before it's too late.
Dyni
After reading about half this book, I just put it aside. Chris makes good points and hits home on the need to steer marketing in a direction that is better aligned with peoples' needs, helping them do what they want to do instead of bombarding them with junk.
It's rather philosophical, too much so for my taste. If you like that style of writing and have an interest in Locke's ideas, you may love this book.
Personally, I loved Cluetrain, and one day may pick up where I left off in Gonzo. If you're thinkin' about buying Gonzo, go for it. It's cool, it's different, got some great ideas, but just wasn't my style.
Inertedub
Interesting, but slow, and yet if remember right (and I might not), he's very prejudiced against slow.
Halloween
To bring humor to a topic requires mastery beyond that of a mere expert. In Gonzo Marketing: Winning through Worst Practices, Christopher Locke exhibits a lot of things, but most of all, his hilarious wit shines bright over the often drab concepts of business. His mastery is not of how business is done best, but how it's done worst.
While his feet might be firmly planted in the box, his head is decidedly unboxed. Locke evokes Esther Dyson's aphorism 'Always make new mistakes,' inviting corporate marketers and consumers alike to realize that markets aren't clean and tidy; they're messy and ugly - quick and dirty even. His ideas don't lend themselves to conclusive be-all, end-all solutions, but to random, dangling loose ends. And that's the point really, isn't it? The fault lines in the mass mind don't divide the markets, they are the markets. Their rumbling and shifting is where Gonzo Marketing collects and analyzes its data, like a seismograph of the new economy's undulating and ever-changing landscape.
While corporations scramble to make sense of the paradigmatic wreckage of the Web, Locke sits back laughing. The Web has reconnected consumers with each other. We converse online about everything. "Markets are conversations," asserted The Cluetrain Manifesto (of which Locke was one of four co-authors), belying any established attempt to contain or coerce them. Gonzo Marketing invites business types to abandon their old ideas about markets and just join in the conversation, dammit!
Don't come 'round here looking for answers to your marketing problems. Yes, we have no new panacea for your demographic woes today. But, if you're looking for an engaging romp through - and an enlightening rant about - the way business is done in the now, Gonzo Marketing is the blinking Exit sign on the box in your mind.

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