If the net constitutes a market for ideas, what's missing today is an effective method of marketing those ideas undistorted by hype. Mass production, whether of goods or information, depended on broadcast marketing in which markets were viewed as top-down targets from the vantage point of long-established power and control.
Gonzo Marketing provides a framework for understanding the immensity of this change and a set of counterintuitive but highly pragmatic approaches to working with, not against, the new marketplace
Rezensionen / Stimmen
Book of the Week ... "...Lockes argument cannot be dismissed lightly..." (Sunday Times 30 December 2001) "..the average Cre@teOnline reader will enjoy Gonzo Marketing.." (Cre@teOnline Magzine January 2002) "..Gonzo Marketing is a breath of fresh air.." (Marketing, 24 January 2002) "..entertaining style. It is certainly a great read.." (Marketing Business, February 2002
Auflage
Sprache
Verlagsort
Verlagsgruppe
Zielgruppe
Für höhere Schule und Studium
Für Beruf und Forschung
Maße
Höhe: 24.1 cm
Breite: 16.5 cm
Gewicht
ISBN-13
978-1-84112-166-6 (9781841121666)
Schweitzer Klassifikation
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.
Acknowledgements Introduction: Participating in the Scene 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 Notes Index About the Author
