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Useful examples of such enjoinment don't appear until a slim, penultimate chapter, and they are mostly theoretical in nature, e.g., what if Ford, after giving its employees worldwide free home computers and Net access (which it did), got all of them who were into organic gardening to infiltrate organic-gardening Web communities to push (via the subtle art of persuasion, one supposes) the niftiness of Ford pickups for organic gardeners? Truth be told, Locke seems more like a social critic or humanist at heart than a marketing consultant, and his essential disdain for corporations (which are anti-human, he declares, despite all their philanthropic tootle) leaves the reader wondering whether he really wants e-commerce to effectively pervade the Web's truly democratic, populist microcommunities for its own purposes. As his wonderfully cranky cult Web zine, Entropy Gradient Reversals, and his alter ego therein, RageBoy, have proven, the man's a smart, witty, broadly read cyberpundit. In Gonzo Marketing, he tweaks everyone from Disney, Time Warner AOL, and IBM to fellow biz-book writers like Seth Godin (Permission Marketing), and if you read it first for its own eclectic, acerbic delights and second for a postboom e-marketing primer, you'll be rightly pleased. --Timothy Murphy --This text refers to an out of print or unavailable edition of this title.
Copyright 2001 Cahners Business Information, Inc.--This text refers to an out of print or unavailable edition of this title.
Not even badly researched ... it seems to be un-researched.
So I say that you should buy the book if you are prepared to think for yourselves and project what Locke says onto whatever micro world you live and make money in.
Locke, in this book as well as in the original Cluetrain Manifesto, basically says to hell with conformity and consistency.
i realized in purchasing this book that it would be outdated, though I had seen it quoted several times, so i thought it would be worth the read. Read morePublished on April 24, 2010 by troy austin
Not even badly researched ... it seems to be un-researched. Offers nothing new. Steals cleverness and cachet wherever it can, but lands flat. Read morePublished on May 6, 2008 by Mark Van Dine
I read this books just a couple of weeks after reading The Cluetrain Manifesto, which I really enjoyed. This book seems to be a practical response to Cluetrain for marketers. Read morePublished on June 12, 2006 by Golem of Love
Wow! This book was like a breath of fresh air and very vindicating -- saying everything that I'd been yelling at my bosses for ages. Read morePublished on January 18, 2006 by Michael L. White
If you ever thought you needed permission to have and express your own thoughts, this book is it.
Razor sharp, it cuts through centuries of accepted wisdom bringing the... Read more
First off, this book presents several examples of best practices ("case studies"), including United Colors of Beneton, Motley Fool, and Ford. Read morePublished on March 9, 2005 by Alfred B. Jensen IV
I got to page 26 and gave up. Lockes writings lack focus and are void of humour. I read as much as I could with patience until it became clear this book was simply someone... Read morePublished on March 30, 2004 by Neil T. Jenkins
To bring humor to a topic requires mastery beyond that of a mere expert. In Gonzo Marketing: Winning through Worst Practices, Christopher Locke exhibits a lot of things, but most... Read morePublished on March 14, 2004 by roy christopher
Gonzo marketing was going to be the death of 'marketing as usual' in much the same way, I presume, that Cluetrain represented the "death of business as usual. Read morePublished on January 23, 2004 by "mbowman2"