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Gonzo Marketing: Winning Through Worst Practices
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Gonzo Marketing: Winning Through Worst Practices

3.41 of 5 stars 3.41  ·  rating details  ·  59 ratings  ·  11 reviews
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a knuckle-whitening ride to the place where social criticism, biting satire, and serious commerce meet--and where the outdated ideals of mass marketing and broadcast media are being left in the dust.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 l ...more
Paperback, 256 pages
Published October 17th 2002 by Basic Books (first published 2001)
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I'm not sure whether I absolutely love it, or not. I found that the information was nothing new for someone who studied marketing at university. But I can understand (from experience) how most of the world sees marketing as this horrible pushing, selling, solely and soullessly product and profit focused activity. Even a lot (perhaps even most) of the people who work in marketing. So I understand the frustration and wanting to use better practices. But that is what marketing has been about, from ...more
Dean Landsman
This is much more than a book about marketing. It is a moving account of sensory input and the world around us through which internal and external decisions and actions occur.

Mild disclaimer: the author is a friend. But if he'd written a bad book I would just not review it. This one you should read, friend or not.
Malene Jessen
Locke is both witty and intelligent, and even in my less desirable Danish translation you can still feel the presence in his writing.

The greatest value for me was the cultural-historical take on todays online marketing - and why it doesn't work. He digs deep into the arrogance and declining power of businesses and mass media, and covers greater areas of journalism, politics, social marketing and the attempt of companies to seem 'human'.

Getting people involved, facilitating a space in which they
Jimi Bostock
I read this book during a sabbatical that I took between my two web development companies in Canberra, SafetyWeb and 108 Digital.

It almost made me want to get back onteh horse but I held out for another two years

Yes, this is one of the coolest early books that picked up on the emerging possibilities of the web. It even touched on social media as a general concept, long before ant real social networking had surfaced.

There is still so much in there for today in the middle of the social revolution
man this book sucked, I absolutely hated this!...Is the author trying to showcase his skills in the use of metaphors and / or ...perhaps a thesaurus???....get to the point man....surely this guy writes about success and nowhere near it himself...

am not author, but my god, this honestly just didn't make sense, no point, no gold nuggets,..just no point...don't even remember what anything in the book was said now...

I honestly think hes having a conversation with himself out loud

Alex Curry
Egotistical crap.
Anna Poliakova
Jul 18, 2008 Anna Poliakova is currently reading it
Recommended to Anna by: Jonas Sørensen
It reminds us again about the things we know - that mass marketing is dead, and that the modern internet customer needs to be approached with authenticity, personality and customisation, tapping into what interests the customer already has
Fantastic book, says more (and more accurately) about how to do business online than anything I've read since. Release a decade ago, it is at *least* as true now as it was then. Anyone who operates online must read this book.
I know, never judge a book..... but Winning Through Worst Practices, I had to pick this one up. As far as marketing books go, this one was just OK for me. The book never gave me a "I never thought of that" moment.
While this book is amazingly out of date for being under 10 years old, it's still an okay read and I'm glad I picked it up.
Ebenezer Coffie
very good
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