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The Cluetrain Manifesto: The End of Business…

The Cluetrain Manifesto: The End of Business as Usual

by Christopher Locke, Rick Levine, Doc Searls, David Weinberger

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Illustrative of just how fast things change, this tenth-anniversary edition may at first strike you as an anachronistic historical oddity, or at best a mile-marker in the rear view mirror: we've moved beyond pull marketing, through blogs, to the fever pitch of Facebook pages and Twitter. But though the bullet train of social marketing flies fast, the Cluetrain of marketing to the needs and interests of (what we now call) the community rolls much more slowly. There's still time to get on board this train ... and sadly too many empty seats on board, at that! ( )
  jrep | Dec 22, 2010 |
OK I loved it and still do. But, now we're living it and don't have time to talk or think about it. We just have to make it happen. And, boy is it a tough birthing process. It is all dated and speculative about what we now know to be true. I am excited and optimistic for the change that's coming. ( )
  brett_in_nyc | Apr 26, 2008 |
I have posted a review about this thoroughly interesting book here: http://wartaalman.blogspot.com/2008/03/cluetrain-manifesto.html ( )
  Wartaalman | Mar 30, 2008 |
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» Add other authors (7 possible)

Author nameRoleType of authorWork?Status
Christopher Lockeprimary authorall editionscalculated
Levine, Rickmain authorall editionsconfirmed
Searls, Docmain authorall editionsconfirmed
Weinberger, Davidmain authorall editionsconfirmed
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The Internet and World Wide Web have spawned hundreds of books, boxcars of verbiage. The Net changes everything. Or so the cliche goes. But most of this analysis has been extremely insular, looking at the dynamics of the online world as a class of phenomena until itself. While it's true that global networks are catalysts of change, it's even more critical to see them as responses to a world that was already changing when they arrived on the scene.
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Amazon.com Amazon.com Review (ISBN 0738204315, Paperback)

How would you classify a book that begins with the salutation, "People of Earth..."? While the captains of industry might dismiss it as mere science fiction, The Cluetrain Manifesto is definitely of this day and age. Aiming squarely at the solar plexus of corporate America, authors Christopher Locke, Rick Levine, Doc Searls, and David Weinberger show how the Internet is turning business upside down. They proclaim that, thanks to conversations taking place on Web sites and message boards, and in e-mail and chat rooms, employees and customers alike have found voices that undermine the traditional command-and-control hierarchy that organizes most corporate marketing groups. "Markets are conversations," the authors write, and those conversations are "getting smarter faster than most companies." In their view, the lowly customer service rep wields far more power and influence in today's marketplace than the well-oiled front office PR machine.

The Cluetrain Manifesto began as a Web site (www.cluetrain.com) in 1999 when the authors, who have worked variously at IBM, Sun Microsystems, the Linux Journal, and NPR, posted 95 theses that pronounced what they felt was the new reality of the networked marketplace. For example, thesis no. 2: "Markets consist of human beings, not demographic sectors"; thesis no. 20: "Companies need to realize their markets are often laughing. At them"; thesis no. 62: "Markets do not want to talk to flacks and hucksters. They want to participate in the conversations going on behind the corporate firewall"; thesis no. 74: "We are immune to advertising. Just forget it." The book enlarges on these themes through seven essays filled with dozens of stories and observations about how business gets done in America and how the Internet will change it all. While Cluetrain will strike many as loud and over the top, the message itself remains quite relevant and unique. This book is for anyone interested in the Internet and e-commerce, and is especially important for those businesses struggling to navigate the topography of the wired marketplace. All aboard! --Harry C. Edwards

(retrieved from Amazon Thu, 12 Mar 2015 17:59:44 -0400)

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A conversation on how the internet changes the way people interact with businesses, altering markets, companies, and the laws of business.

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