Gonzo Marketing: Winning through Worst Practices

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Wiley, Dec 24, 2001 - Business & Economics - 252 pages
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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 and where the outdated ideals of mass marketing and broadcast media are being left in the dust.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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Gonzo marketing: winning through worst practices

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Providing a lively reading experience through anecdotes and humor, Locke (coauthor, The Cluetrain Manifesto) here introduces Gonzo marketing, which he describes in terms of effective marketing ... Read full review


The View from 40 000 Feet
The Value Proposition
Code Blue in the Marketing Ward

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About the author (2001)

CHRIS LOCKE is co-author of The Cluetrain Manifesto, president of Entropy Web Consulting, and editor/publisher of the widely acclaimed and justly infamous 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 business and technology publications, including Forbes, The Industry Standard, Information Week, Harvard Business Review, and Release 1.0. He lives in Boulder, Colorado.

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