Gonzo Marketing: Winning Through Worst Practices

Front Cover
Basic Books, Jun 1, 2009 - Business & Economics - 256 pages
8 Reviews
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a knuckle-whitening ride to the place where social criticism, biting satire, and serious commerce meet--and where the outdated ideals of mass marketing and broadcast media are being left in the dust.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: Gonzo Marketing: Winning Through Worst Practices

User Review  - Malene Jessen - Goodreads

Locke is both witty and intelligent, and even in my less desirable Danish translation you can still feel the presence in his writing. The greatest value for me was the cultural-historical take on ... Read full review

Review: Gonzo Marketing: Winning Through Worst Practices

User Review  - Waseem - Goodreads

man this book sucked, I absolutely hated this book...wtf!...Is the author trying to showcase his skills in the use of metaphors and / or ...perhaps a thesaurus???....get to the point man....surely ... Read full review

Contents

Participating in the Scene
1
The View from 40000 Feet
19
The Value Proposition
43
Code Blue in the Marketing Ward
65
Stories as Strange Attractors
103
Social Marketing and Public Journalism
129
S From Micromediato Micromarkets
165
? The Gonzo Model
183
S Champions of the World
203
Copyright

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About the author (2009)

Chris Locke is author of The Bombast Transcripts, co-author of The Cluetrain Manifesto, and editor/publisher of the 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 publications, including Forbes, The Industry Standard, Information Week, Harvard Business Review, and Release 1.0. He lives in Boulder, Colorado.