false http://photo.goodreads.com/books/1170995304m/81195.jpg 81195 7 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, <I>The Cluetrain Manifesto</I> 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.<p> <I>The Cluetrain Manifesto</I> began as a Web site (www.cluetrain.com) in 1999 when the authors, who have worked variously at IBM, Sun Microsystems, the <I>Linux Journal</I>, 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 <I>Cluetrain</I> 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! <I>--Harry C. Edwards</I> 1510140 2000 The Cluetrain Manifesto: The End of Business as Usual total:228|5:69|4:78|3:59|2:18|1:4| 228 874 458 39 4 0 false false Sat Jan 10 07:56:05 -0800 2009 Sat Jan 10 08:07:23 -0800 2009 more...]]> 3 1 false false Fri Jan 23 00:00:00 -0800 2009 Thu Nov 20 07:19:29 -0800 2008 Fri Jan 23 14:38:04 -0800 2009
On the other hand th...more...]]> 3 0 false false Tue Jun 17 13:58:13 -0700 2008 Tue Jun 17 15:20:04 -0700 2008 more...]]> 3 0 false false Fri Aug 01 00:00:00 -0700 2008 Sun Mar 08 20:56:40 -0700 2009 Sun Mar 08 21:02:07 -0700 2009 more...]]> 3 0 false false Thu Nov 06 00:00:00 -0800 2008 Thu Sep 18 21:51:32 -0700 2008 Thu Nov 06 11:42:07 -0800 2008 1 whole manifesto is available online (I expect nothing less of the authors of this book). The content itself is slightly repetitive. I think this comes from the fact that it's a collaborative effort and each author is t...more...]]> 5 0 false false Thu Mar 01 00:00:00 -0800 2007 Thu May 03 12:01:14 -0700 2007 Thu May 03 12:09:23 -0700 2007 more...]]> 3 0 false false Tue Feb 17 22:32:31 -0800 2009 Tue Feb 17 22:33:26 -0800 2009 2 0 false false Thu May 01 00:00:00 -0700 2008 Sun Apr 05 18:36:21 -0700 2009 Sun Apr 05 18:37:45 -0700 2009 5 0 false false Wed Jan 01 00:00:00 -0800 2003 Mon Dec 29 11:53:05 -0800 2008 Mon Dec 29 11:54:12 -0800 2008 ]]> 4 0 false false Sun Oct 11 00:00:00 -0700 2009 Sun Oct 11 10:41:55 -0700 2009 Sun Oct 11 10:42:36 -0700 2009 4 0 false false Mon Jan 01 00:00:00 -0800 2007 Sat Feb 07 21:25:03 -0800 2009 Sat Feb 07 21:25:25 -0800 2009 4 0 false false Wed Jan 01 00:00:00 -0800 2003 Fri Jan 02 06:57:53 -0800 2009 Fri Jan 02 06:59:04 -0800 2009 2 3 0 false false Thu Jun 26 00:00:00 -0700 2008 Tue Jun 03 09:03:22 -0700 2008 Thu Jun 26 09:14:06 -0700 2008
...more...]]> 0 0 false false Mon Aug 17 13:23:14 -0700 2009 Mon Aug 17 13:23:31 -0700 2009 3 0 false false Tue Jan 01 00:00:00 -0800 2008 Wed Jan 09 14:29:40 -0800 2008 Mon Jan 28 16:36:11 -0800 2008 The Cluetrain Manifesto is about how the internet is changing, perhaps returning, the market from mass-production/mass-consumption to conversations among equals. It is a book about the fuzzy side of business and marketing as much as an attempt to capture the ethos of the modern knowledge worker and ...more...]]> 5 0 false false Wed Jul 01 00:00:00 -0700 2009 Thu Jul 09 10:37:46 -0700 2009 Thu Jul 09 10:40:51 -0700 2009 3 0 false false Sat Dec 13 00:00:00 -0800 2008 Tue Nov 25 07:05:08 -0800 2008 Sat Dec 13 11:05:44 -0800 2008 1 The basic premise is still relevant although it was published several years ago. ]]> 3 0 false false Tue Sep 16 00:06:06 -0700 2008 Tue Sep 16 00:13:05 -0700 2008
The book deals with how organizations have to adapt to the new social possibilities arising with the internet - how they have to give up their strict hierarchy and bullish marketing and allow the conversations in the market...more...]]> 5 0 false false Mon Jan 01 00:00:00 -0800 2007 Thu Jul 12 10:14:30 -0700 2007 Thu Jul 12 10:14:30 -0700 2007 more...]]> 5 0 false false Mon Jan 01 00:00:00 -0800 2001 Tue Sep 02 13:20:58 -0700 2008 Tue Sep 02 13:25:38 -0700 2008
The book proposes a list of 95 theses which are claimed to be true of the web...more...]]> http://www.goodreads.com/book_link/follow/8?book_id=81195