Gonzo Marketing Winning Through Worst Practices
by Locke, ChristopherEdition: Reprint
Format: Paperback
Pub. Date: 2002-10-17
Publisher(s): Basic Books
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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. |
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