The Cluetrain Manifesto: The End of Business as Usual
Perseus Pub., 2001 - Business & Economics - 190 pages
How would you classify a book that begins with the salutation, "People of Earth..."? While the captains of industry might dismiss it as mere science fiction, The Cluetrain Manifesto is definitely of this day and age. Aiming squarely at the solar plexus of corporate America, authors Christopher Locke, Rick Levine, Doc Searls, and David Weinberger show how the Internet is turning business upside down. They proclaim that, thanks to conversations taking place on Web sites and message boards, and in e-mail and chat rooms, employees and customers alike have found voices that undermine the traditional command-and-control hierarchy that organizes most corporate marketing groups. "Markets are conversations," the authors write, and those conversations are "getting smarter faster than most companies." In their view, the lowly customer service rep wields far more power and influence in today's marketplace than the well-oiled front office PR machine. The Cluetrain Manifesto began as a Web site (www.cluetrain.com) in 1999 when the authors, who have worked variously at IBM, Sun Microsystems, the Linux Journal, and NPR, posted 95 theses that pronounced what they felt was the new reality of the networked marketplace. This book is for anyone interested in the Internet and e-commerce, and is especially important for those businesses struggling to navigate the topography of the wired marketplace.
What people are saying - Write a review
Asienta las bases de los negocios en la red.
Me quedo con lo dicho por Seth Godin:"Si cree que no necesita este libro para entender mejor su mercado... Se habrá equivocado dos veces."
Review: The Cluetrain ManifestoUser Review - Julia - Goodreads
A little dated for reading in 2014, but contains many sound predictions about the web. Except for one major thing the authors got wrong: we are still very much living in the advertising age on the web, perhaps even more so than before! Read full review
TALK IS CHEAP
MARKETS ARE CONVERSATIONS
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