Gonzo Marketing Winning Through Worst Practices

by Locke, Christopher

• ISBN13: 9780738207698
• ISBN10: 0738207691
• Edition: Reprint
• Format: Paperback
• Copyright: 2002-10-17
• Publisher: Basic Books

Summary

Chris Locke, one of the most outspoken and original denizens of Web culture, sounds off against the limitations of traditional "broadcast" marketing and offers an alternative approach to building customer trust and loyalty

Author Biography

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.

Table of Contents

Acknowledgements	p. ix
Introduction: Participating in the Scene	p. 1
Eight Miles High: The View from 40,000 Feet	p. 19
The Value Proposition	p. 43
Code Blue in the Marketing Ward	p. 65
Stories as Strange Attractors	p. 103
Social Marketing and Public Journalism	p. 129
From Micromedia to Micromarkets	p. 165
The Gonzo Model	p. 183
Champions of the World	p. 203
Notes	p. 215
Index	p. 229
About the Author	p. 243
Table of Contents provided by Syndetics. All Rights Reserved.