Gonzo Marketing: Winning Through Worst Practices

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Basic Books, Jun 17, 2009 - Business & Economics - 259 pages
9 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a knuckle-whitening ride to the place where social criticism, biting satire, and serious commerce meet--and where the outdated ideals of mass marketing and broadcast media are being left in the dust.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  - Dean Landsman - Goodreads

This is much more than a book about marketing. It is a moving account of sensory input and the world around us through which internal and external decisions and actions occur. Mild disclaimer: the ... 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


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

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Page 10 - ... We'll just have to be careful not to step on anybody's stomach and start a fight." I shrugged. "Hell, this clubhouse scene right below us will be almost as bad as the infield. Thousands of raving, stumbling drunks, getting angrier and angrier as they lose more and more money. By midafternoon they'll be guzzling mint juleps with both hands and vomiting on each other between races. The whole place will be jammed with bodies, shoulder to shoulder. It's hard to move around. The aisles will be slick...

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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.

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