Gonzo Marketing: Winning through Worst PracticesGonzo 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 and where the outdated ideals of mass marketing and broadcast media are being left in the dust.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. |
Contents
The View from 40000 Feet | 19 |
The Value Proposition | 43 |
Code Blue in the Marketing Ward | 65 |
Copyright | |
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advertising audience Benetton better bottom-up brand business book called cause chapter Christopher Locke Cluetrain Manifesto comes commercial communities consumers corporate created critical culture customers David Weinberger demographic Disney e-commerce emerging engaged Ford global Go.com gonzo journalism gonzo marketing gonzo model Harvard Business Review human idea imagine interests Internet journalists keting Levitt look Marketing Myopia mass marketing mass media mean micromarkets micromedia Microsoft ness networks never objective pany Permission Marketing Philip Kotler powerful Press public journalism published RageBoy relationships sense Sergio Zyman Seth Godin share social capital social marketing sort spirit stories stuff talk target tell Theodore Levitt there's things Thompson tion top-down Toscani understand underwriting voice weblogs what's word writes wrote Yeah Zyman