The Cluetrain Manifesto: The End of Business as Usual: Amazon.de: Christopher Locke, Rick Levine, Doc Searls: Englische Bücher

Amazon.co.uk

How would you classify a book that begins with the salutation "People of Earth..."? While the captains of industry may 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 and 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,Amazon.com -- Dieser Text bezieht sich auf eine andere Ausgabe: Taschenbuch .

Amazon.com Reviews

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 -- Dieser Text bezieht sich auf eine vergriffene oder nicht verf�gbare Ausgabe dieses Titels.

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95 Sources of Controversies 2. Juli 2000

Von Guillermo Mendoza

Format:Gebundene Ausgabe

I have found the book as a place where the old business thinking collides with the new breed of business people and not only those related to e-commerce but in general.

The work summarized in the Cluetrain Manifesto finds many supporters as well as many detractors. The attitude towards the book is directly related to the environment where the reader has developed.

In my mind the controversial work in Cluetrian is a signal of a major change going where the sincerity, the honesty and the consistency of any business in the world will be one of the defining factors in the success or failure of any company or new venture.

I have rated 4 stars because the authors put too much blame in people which grew business when the rules where different. However it is very inspiring from the central thoughts repeated along the book.

As readers, our home work is to distill the wisdom associated with the basic ideas of the book and to implement them appropiately for practical and profitable applications.

I strongly recommed its reading.

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An intellgient read for intelligent human beings 12. Mai 2000

Von Dsc

You've undoubtedly been to the website and seen and read the manifesto. The book is an expansion of the 95 or so 'commandments' targeted towards corporate America and how they perceive their customers (and the public as whole). I wasn't disappointed by the book, however, I expected the book to further expand on the ideas that are posted on their website. However, what you will get is a collection of anecdotes and examples that support, rather than extend, the principles outlined in the ClueTrain Manifesto. Regardless, this book is a valuable tool, make that a bible, that every corporate slave should read and begin to incorporate into his or her views towards the people he or she is dealing with on a daily basis. Also, this is a necessary read for those in the marketing or advertising fields as it will remind them of what exactly they're here to do: to communicate more effectively. Better yet, to be able to carry a conversation for longer than five minutes without a cosmopolitan in one hand. Read the book and be in touch with how business should be doing business.

the meaning of an epoch 13. Januar 2000

Von Christopher Macrae

It's quite important that this book sells more than any otherbusiness book since Amazon started keeping records Only if this book gets the kind of epoch-changing reception that eg In search of Excellence did in its time, will companies start to make real use of the internet as the 21st C medium defining business models, society and improvement of the human lot. Learn as you engage with the train's fury why the internet works as an entirely different media from the television spot. With huge opportunities and risks for those companies who get the message. I was a contributing author to the 1984 book the 2024 report mainly written by Norman Macrae. The main future scenario we developed was the way an internetworked world would change everything (for the human good). So far the world's just on the schedule we envisioned, but we are incredibly disappointed by how many commercial web sites have been developed as if they were still using a one way communications medium. And it is now clear that most of the biggest companies in the world still have business cases that are the opposite of best net practice. It really is time that every CEO got Cluetrained. Otherwise a lot of sincere employees are going to pay the cost in companies whose CEOs missed the train......Chris Macrae, wcbn007@easynet.co.uk