Ladies and gentlemen, please return your tray tables to the fully
upright and locked position, suspend your disbelief and put on your
tinfoil pyramid hats. We are now entering -- [cue lights, cue
music] the Brand Dimension! 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serious commerce meet -- and where the outdated ideals of mass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, 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
candor, 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. Just
as gonzo journalism arose in response to objective news standards
that claimed to foster fairness but in practice discouraged writers
from speaking their minds in their own voices, so too does gonzo
marketing call for a similar response to assumptions about consumer
behavior that no longer relate to how people actually live their
lives. Gonzo Marketing is not yet-another nostrum for hoodwinking
the unwary. It's about market advocacy. It describes how the artist
formerly known as advertising must do a 180. It's about
transforming the marketing message from we want your money to we
share your interests. It's about tapping into, listening to, and
even forming alliances with emerging on-line markets, who probably
know more about your company than you do. It's a hip-hop cover of
boring old best practices played backwards. The paradox is that
companies that support and promote these communities can have
everything they've always wanted: greater market share, customer
loyalty, brand equity. Irreverent, penetrating, profoundly simple,
and on-the-money, Gonzo Marketing is the raucous wake-up that no
one interested in any aspect of twenty-first century business-from
the trading floor right up to the boardroom-can afford to ignore.
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