- Tapa dura: 224 páginas
- Editor: Perseus Books (28 de febrero de 2000)
- Idioma: Inglés
- ISBN-10: 0738202444
- ISBN-13: 978-0738202440
- Valoración media de los clientes: Sé el primero en opinar sobre este producto
Clasificación en los más vendidos de Amazon:
nº1.316.356 en Libros en idiomas extranjeros (Ver el Top 100 en Libros en idiomas extranjeros)
- n.° 7131 en Libros en idiomas extranjeros > Informática, internet y medios digitales > Software y aplicaciones de negocio
- n.° 10465 en Libros en idiomas extranjeros > Informática, internet y medios digitales > Internet y web
- n.° 16351 en Libros en idiomas extranjeros > Informática, internet y medios digitales > Ciencias informáticas
The Cluetrain Manifesto: The End of Business as Usual (Inglés) Tapa dura – 28 feb 2000
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The Cluetrain Manifesto burst onto the scene in March 1999, with ninety-five theses nailed up on the Web. Within days, www.cluetrain.com had ignited a vibrant global conversation challenging sacred corporate assumptions about the very nature of business in a digital world. The Wall Street Journal called it "absolutely brilliant." Soon, executives from Fortune 500 companies everywhere were lining up to sign-on to the Manifesto. This is the book that delivers on the buzz. The Cluetrain Manifesto is a wake-up call that says business as usual is gone forever. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter--and getting smarter faster than most companies. Today's markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny, and often shocking. Companies that aren't listening to these exchanges are missing a dire warning. Companies that aren't engaging in them are missing an unprecedented opportunity. The Cluetrain Manifesto is the culmination of this very real phenomenon. It shares powerful, firsthand experiences describing how Internet business differs radically from the corporate status quo. The fact is that employees are getting hyperlinked even as markets are. Companies need to listen carefully to both. Forget business as usual, The Cluetrain Manifesto marks the dawn of something bigger: Markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations These networked markets are conversations in which customers are intelligent human beings, not faceless demographic sectors Today, the organizational chart is hyperlinked, not hierarchical. Respect for hands-on knowledge wins over respect for abstract authority Corporations must transform themselves into organizations that establish a genuine culture with a perspective, a personality, and a point of view Linking conversations inside the company to conversations in the marketplace will create enormous new value for companies that are clued-in.
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Main premise: Until the late 1800's/early 1900's the world mainly traded as an agrarian society. Markets were local meaning we traded in our own village and local societies. Markets like these were very personal. With the onset of the industrial age, markets became impersonal and markets were spoken to in masses through large advertisements and other one-way mediums. Today, the world is turning into a mass-agrarian society. Through technology and transportation the world is becoming small and advertising has become two-way meaning the consumer has a voice. Great for the consumer. Challenging for the marketer. Marketing to niche portions of the population requires carefull thought and creative mediums.
Review of content: While several points are made repeatedly, the reader definitely connects with the main points and logic. These authors do an excellent job highlighting the situation and creating the recipe market in this new environment.
That something is not new, just as the Manifesto will tell you. That something is a return to business in a networked market, rather than a disconnected, you'll-never-see-who-made-this market. The similarities between Omar needing a new flying rug, and asking his neighbor (who's in the business) what he should look for in a quality flying rug, and me looking for a computer and looking at what other consumers had to say about the company I found a great price from, are obvious. If I need information on a product, the first place I go is to my computer. If need be, I then go to the phone (a form of market equalization that was never fully exploited).
If the web had been prevalent twenty years ago, my father wouldn't have bought a PC Jr, because he would have known what people on the inside were saying. And hey, make it a two-way street, and people on the inside will know what we require from their company. Nice, eh? That's the core of the book, and while the truths are fairly self-evident, the Cluetrain Manifesto goes all-out to explain them in the gonzo-est way possible, to the people who need to open up most: the companies.