Gonzo Marketing by Christopher Locke
Winning Through Worst Practices

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A Harvard Business Review Top-10 Business Book of 2001Gonzo 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a knuckle-whitening ride to the place where social criticism, biting satire, and serious commerce meet--and where the outdated ideals of mass marketing and broadcast media are being left in the dust. Invoking the spirit of gonzo journalism, Locke rails against business practices that treat customers like cattle, and urges marketers of all stripes to tap into Web-based communities, or "micromarkets," based on candor, trust, passion, and a general disdain for anything that smacks of corporate smugness. Gonzo Marketing shows how companies that support and promote these communities can have everything they've always wanted: greater market share, customer loyalty, and brand equity. Laced with Locke's inimitable wit and penetrating point of view, Gonzo Marketing is the raucous wake-up call that no one in business--from the trading-room floor to the boardroom--can afford to ignore.

About Christopher Locke

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Locke publishes Entropy Gradient Reversals from Boulder, Colorado, He has worked for Fujitsu, Ricoh, Carnegie Mellon University, Mecklermedia, MCI, and IBM, and has written extensively for publicatioins such as Forbes, Byte, Internet World, Information Week, and The Industry Standard.
Published June 17, 2009 by Basic Books. 258 pages
Genres: Business & Economics, Computers & Technology, Professional & Technical. Non-fiction

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who like organic gardening would be given space on the Ford Web site to communicate with other organic gardeners, thus reaching people who eventually could become Ford's customers, thanks to their online relationship with the gardening Ford employee.

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