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Gonzo Marketing: Winning Through Worst Practices (Inglés) Tapa blanda – 1 nov 2002

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3,2 de un máximo de 5 estrellas 38 opiniones de EE. UU.

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Book by Locke Christopher

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Amazon.com: 3.2 de un máximo de 5 estrellas 38 opiniones
6 de 7 personas piensan que la opinión es útil
5.0 de un máximo de 5 estrellas Another winner from Christopher Locke 19 de octubre de 2001
Por Todd Dailey - Publicado en Amazon.com
Formato: Tapa dura Compra verificada
Like his last book, The Cluetrain Manifesto, in this book Christopher Locke attacks the sort of stale, boring marketing and customer relations practices that are practiced by nearly every corporation in the world.
The book contends that press release, the press tour, the analyst quote, and the friendly book jacket review are not what consumers are looking at today. The consumer of today is looking at things like my review here to make their decision, or they are looking at usenet newsgroups, or enthusiast web sites, or instant-messaging their friends to see what they like.
Locke proposes a new way of dealing with customers, called "the Gonzo model", which provides a lot of ideas for how these old-world customers can changes to embrace some new ideas. This is a great chapter to give to your corporate management to get them thinking in new ways.
I've already used this at work. Just this week, I rejected a flyer that we had some marketing contractors write for us that was full of marketing doublespeak. That's the great part of Locke's book, it wakes you up from the stupor that your bland, lifeless marketing has put you in. Have you ever *read* one of your corporate press releases? Prepare to be frightened.
Speaking of gonzo marketing, as a subscriber to the EGR list, I hope if Locke sees this he has the integrity to ... me to the list.
5 de 6 personas piensan que la opinión es útil
4.0 de un máximo de 5 estrellas It's working for me, but not the way Locke meant it to 2 de diciembre de 2003
Por Zach Everson - Publicado en Amazon.com
Formato: Tapa blanda Compra verificada
A friend getting her Masters in marketing recommended this book to me. I have a website of columns and stories - essentially an organized blog - and have been trying to increase my visitors. That was the perspective through which I read the book: how can I use the suggestions Locke makes for business to improve their online presence to grow my own audience. While Locke doesn't focus on personal website, the book did get me thinking. As I read, I constantly had to pt the book down to jot down some new ideas.
The book got me to start thinking about who my target audience is. That's harder than it sounds, as I don't write about a specific subject, rather whatever I like. Locke recommends that companies let their employees become active in online groups about what interests them in an attempt to build credibility with these micromarkets in lieu of annoying web advertising. Effectively communicate with a plethora of micromarkets and all of a sudden the company has a significant online presence that doesn't irritate people. I followed that advice and started posting on sites that pertain to my interests. I don't blatantly promote my articles, but just participate in the conversation, figuring if someone is interested by my post he or she will click on my URL in my signature file or click on my bio, see my URL, and follow it through. Plus, I enjoy it.
Locke doesn't get too specific on his gonzo model until the next to last chapter. It covers only 20 out of 214 pages of the book. The rest of it is spent philosophizing and critiquing other forms of marketing. Did this help me? Yes. But it doesn't do much to push his model. He'd do a better job of selling it to businesses if he had a case study or two. The chapter on the model would've made a good article in a business magazine, asking for a company to work with him on this approach. Chronicling the advantages - and limitations (which he glosses over) - of the model would make for a more convincing argument. What he's calling for is radical and to a non-business person, it makes sense. But without a few examples, I doubt any business is going to start restructuring its approach to online marketing.
After all that criticism, why did I give this book four out of five stars? Well, it is a good read and it's working for me.
2.0 de un máximo de 5 estrellas Interesting, but slow, and yet if remember right (and I might not), he's very prejudiced against slow. 19 de enero de 2017
Por brainwash - Publicado en Amazon.com
Formato: Tapa dura Compra verificada
Interesting, but slow, and yet if remember right (and I might not), he's very prejudiced against slow.
4 de 7 personas piensan que la opinión es útil
5.0 de un máximo de 5 estrellas I Want to Believe 17 de julio de 2002
Por David E. Rogers - Publicado en Amazon.com
Formato: Tapa dura Compra verificada
Upon finishing Cluetrainer Christopher Locke's masterful Gonzo Marketing, I said, "I want to believe."
I suppose I should clarify. After all, I'm a diehard, card-carrying, seen-the-light Cluetrainer. I signed the dotted line. I was among the first to buy the hardback. I wrote a glowing Amazon review. I weigh potential clients by scanning their shelves for that familiar Cluetrain cover. I've referred to it more times than I can remember.
So yeah, I am a believer as far as that goes.
And, yeah again, I'm a believer in what Locke says in Gonzo Marketing--and he says it so well! Mass markets and their accompanying top-down mass media "buy it" pleas are dead or dying. Business is scurrying to find out why advertising--its lifeblood--is increasingly barren. Fatcat media execs scramble to discover where their audiences have gone as ratings continue a downward plunge, trying ever-more-desperate measures to attract a crowd. Slice-and-dice market segmentation doesn't cut the mustard any longer; niche marketing has broken down under the assault of emerging micromarkets, too tiny for giant marketing campaigns to reach.
What's happening to the world we've known for a hundred years?
It's simple, says Locke. People are fed up with hype, mass marketing, force-fed selling and its accompanying falderol. We're dying for the sound of a human voice, not some artfully-but-painfully-obviously-crafted tagline. We're tired of the repeated efforts of corporate rustlers to sear their brands in our hearts and minds. We're not mindless automatons who idiotically dispense greenbacks every time we see a commercial!
We want to be known, to be heard, to be respected as individuals, as living, breathing valued human beings,
We're finding this on the Web.
In Gonzo Marketing, Locke picks up where Cluetrain left off and begins to lead us to the Promised Land. But not by the most direct route. He leads us to various fields of green, to waters still and waters turbulent. He rants, he raves, he whispers and laughs. He laughs a lot--and he cusses too, or he wouldn't be our RageBoy. At times we wonder exactly where it is we're headed...
But resist that temptation to jump ahead to the last chapters. For you shall miss many and sundry wonders--wonders that will shed golden light when Brother Chris finally brings us to his apocalypse, his revelation.
It's good. It's right. It's even practical (something that Cluetrain wasn't quite ready to be). It might even work.
I know that corpocracy and its media high priests still haven't got a clue. I've been in the maw, the very belly of the beast. Like Locke, I've buried my ideals and worked in the salt mines of giant firms and media monsters.
And while I've found hundreds, nay, thousands of people of like mind, people seeking to express their voice, their ideas, their passion for their work, yearning to actually benefit their employer by employing their gifts and talents and voices on the Web as Locke suggests.... the giant bronze doors to the executive suites remain hermetically sealed, guarded with a flaming sword that bans all entry. Even worse, should we ever reach the inner sanctum we will find that the very foreheads of the top-down, control-at-all-costs commissars are like brass.
That's why I say, "I want to believe!" For Locke is right, and his ideas can bear great fruit for companies, workers and employees. Yet the thirst for power and the hunger for dollars and the terror of failing the institutional stockholders hold business and media executives in thrall. I fear it will take a catastrophe of epic proportions to shake them loose.
So buy this book. Read it. Now. Before it's too late.
2 de 4 personas piensan que la opinión es útil
3.0 de un máximo de 5 estrellas Rather Esoteric 12 de junio de 2002
Por Adam F. Jewell - Publicado en Amazon.com
Formato: Tapa dura Compra verificada
After reading about half this book, I just put it aside. Chris makes good points and hits home on the need to steer marketing in a direction that is better aligned with peoples' needs, helping them do what they want to do instead of bombarding them with junk.
It's rather philosophical, too much so for my taste. If you like that style of writing and have an interest in Locke's ideas, you may love this book.
Personally, I loved Cluetrain, and one day may pick up where I left off in Gonzo. If you're thinkin' about buying Gonzo, go for it. It's cool, it's different, got some great ideas, but just wasn't my style.

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