Gonzo Marketing: Winning Through Worst Practices
Gonzo 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 and where the outdated ideals of mass marketing and broadcast media are being left in the dust.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.
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The View from 40 000 Feet
The Value Proposition
Code Blue in the Marketing Ward
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advertising audience Benetton better bottom-up brand called cause chapter Christopher Locke Cluetrain Manifesto comes commercial communities consumers corporate created critical culture customers damn David Weinberger demographic e-commerce emerging engaged Ford global gonzo journalism gonzo marketing gonzo model Harvard Business Review human idea imagine interests Internet journalists keting look Marketing Myopia Mass Customization mass marketing mass media mean micromarkets micromedia Microsoft ness networks never pany Permission Marketing Philip Kotler powerful problem public journalism 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 traditional understand underwriting voice weblogs what's word worst practices writes wrote Yeah Zyman