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a knuckle-whitening ride to the place where social criticism, biting satire, and serious commerce meet--and where the outdated ideals of mass marketing and broadcast media are being left in the dust.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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Gonzo marketing: winning through worst practicesUser Review - Not Available - Book Verdict
Providing a lively reading experience through anecdotes and humor, Locke (coauthor, The Cluetrain Manifesto) here introduces Gonzo marketing, which he describes in terms of effective marketing ... Read full review
What a tour-de-force performance! Locke is a genius.
Participating in the Scene
The View from 40000 Feet
The Value Proposition
Code Blue in the Marketing Ward
Stories as Strange Attractors
Social Marketing and Public Journalism
S From Micromediato Micromarkets
? The Gonzo Model
S Champions of the World