Gonzo Marketing: Winning Through Worst PracticesBasic Books, 2009. gada 17. jūn. - 256 lappuses 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a knuckle-whitening ride to the place where social criticism, biting satire, and serious commerce meet -- and where the outdated ideals of mass marketing and broadcast media are being left in the dust.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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4. lappuse
... created to work within and serve . Instead , it concentrates on developing an inner sanctum of specialists who talk among themselves in a private lan- guage inaccessible to outsiders . Almost without exception , such professionals ...
... created to work within and serve . Instead , it concentrates on developing an inner sanctum of specialists who talk among themselves in a private lan- guage inaccessible to outsiders . Almost without exception , such professionals ...
10. lappuse
... created gonzo journalism , a genre in which high humor meets bad taste . Fear and Loathing in Las Vegas burst onto the literary scene with tsunami force in 1971. It was shocking , elec- trifying . He was simultaneously writing for ...
... created gonzo journalism , a genre in which high humor meets bad taste . Fear and Loathing in Las Vegas burst onto the literary scene with tsunami force in 1971. It was shocking , elec- trifying . He was simultaneously writing for ...
11. lappuse
... created mass markets through broadcast advertising , the same stentorian voice of command - and - control it used on workers , but in this case applied to the marketplace . " Shut up and do what you're told " is not that much different ...
... created mass markets through broadcast advertising , the same stentorian voice of command - and - control it used on workers , but in this case applied to the marketplace . " Shut up and do what you're told " is not that much different ...
26. lappuse
... created to serve the marketing requirements of corpora- tions . The net had no such provenance . Companies that assume the net is there so they can sell more tend to forget why so many peo- ple are there : because business is not — at ...
... created to serve the marketing requirements of corpora- tions . The net had no such provenance . Companies that assume the net is there so they can sell more tend to forget why so many peo- ple are there : because business is not — at ...
27. lappuse
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Gonzo Marketing: Winning Through Worst Practices Christopher Locke Priekšskatījums nav pieejams - 2001 |
Gonzo Marketing: Winning Through Worst Practices Christopher Locke Priekšskatījums nav pieejams - 2002 |
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advertising audience Benetton better bottom-up brand broadcast business book called cause chapter Christopher Locke Cluetrain Manifesto comes commercial communities consumers corporate created critical cultural customers damn demographic Disney e-commerce emerging engaged Ford global Go.com gonzo journalism gonzo marketing gonzo model Harvard Business Review human idea imagine interests Internet journalists keting Levitt look Marketing Myopia mass marketing mass media mean micromarkets micromedia Microsoft ness networks never pany Permission Marketing Philip Kotler powerful Press public journalism published RageBoy relationships sense Sergio Zyman Seth Godin share social capital social marketing sort spirit stories stuff talk target tell Theodore Levitt there's things Thompson tion top-down Toscani understand underwriting voice weblogs what's word writes wrote Yeah Zyman
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104. lappuse - The basic idea behind open source is very simple. When programmers can read, redistribute, and modify the source code for a piece of software, the software evolves. People improve it, people adapt it, people fix bugs. And this can happen at a speed that, if one is used to the slow pace of conventional software development, seems astonishing.
49. lappuse - Another scenario] paints that future in shimmering pastels, a busy portrait of onrushing economic, technological, and ecological forces that demand integration and uniformity and that mesmerize peoples everywhere with fast music, fast computers, and fast food - MTV, Macintosh, and McDonald's - pressing nations into one homogeneous global theme park, one McWorld tied together by communications, information, entertainment, and commerce.
184. lappuse - Even after the advent of automobiles, trucks, and airplanes, the railroad tycoons remained imperturbably selfconfident. If you had told them 60 years ago that in 30 years they would be flat on their backs, broke, and pleading for government subsidies, they would have thought you totally demented. Such a future was simply not considered possible. It was not even a discussable subject, or an askable question, or a matter which any sane person would consider worth speculating about. The very thought...
161. lappuse - Perhaps this is an obvious point, but the democratic postulate is that the media are independent and committed to discovering and reporting the truth, and that they do not merely reflect the world as powerful groups wish it to be perceived. Leaders of the media claim that their news choices rest on unbiased professional and objective criteria, and they have support for this contention in the intellectual community.2 If, however, the powerful are able to fix the premises of discourse, to decide what...
15. lappuse - So now, less than five years later, you can go up on a steep hill in Las Vegas and look West, and with the right kind of eyes you can almost see the high-water mark — that place where the wave finally broke and rolled back.
10. lappuse - ... We'll just have to be careful not to step on anybody's stomach and start a fight." I shrugged. "Hell, this clubhouse scene right below us will be almost as bad as the infield. Thousands of raving, stumbling drunks, getting angrier and angrier as they lose more and more money. By midafternoon they'll be guzzling mint juleps with both hands and vomiting on each other between races. The whole place will be jammed with bodies, shoulder to shoulder. It's hard to move around. The aisles will be slick...
69. lappuse - As already pointed out, selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariably does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse, and satisfy customer needs. The customer is somebody "out there" who, with proper cunning, can be separated from his loose change.
144. lappuse - Whereas physical capital refers to physical objects and human capital refers to properties of individuals, social capital refers to connections among individuals — social networks and the norms of reciprocity and trustworthiness that arise from them.
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