Overview

The Cluetrain Manifesto began as a Web site (cluetrain. com) in 1999 when the authors, who have worked variously at IBM, Sun Microsystems, the Linux Journal, and NPR, posted 95 theses about the new reality of the networked marketplace. Ten years after its original publication, their message remains more relevant than ever. 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. The book enlarges on these themes through dozens of stories and observations about business in America and how the Internet will continue to change it all. With a new introduction and chapters by the authors, and commentary by Jake McKee, JP Rangaswami, and Dan Gillmor, this book is essential reading for anybody interested in the Internet and e-commerce, and is especially vital for businesses navigating the topography of the wired marketplace.

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9780465018659

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Reviews

Fast Company <br> You might not agree with everything these Web provocateurs say...but you will ignore their ideas at your own peril. <br><br> Wall Street Journal <br> The pretentious, strident and absolutely brilliant creation of four marketing gurus who have renounced marketing-as-usual. <br><br> Multichannel Merchant <br> A book written early enough to not even contain the word 'blog, ' but more relevant now than ever. <br><br> The Gazette (Montreal)<br> The reason [this book] is still so attractive for businesspeople is that the four authors are, primarily, tech guys...so their thoughts are pure, focused and very different from business-oriented authors. <br><br> Library Journal <br> A weighty work that gets at the heart of the matter: the powerful impact the Internet has had and will continue to have. <br><br> The Star (South Africa)<br> Almost 10 years ago [this] seminal book...set out to examine the challenges to business that the internet posed...Well into the first decade of the brave new 21st century, it is clear that the changes these prophets spoke of are irreversible. <br><br> Harvard Business Review <br> While others work on turning the Internet into the perfect medium for reaching traditional business goals, these four Net-philes hope cyberspace will give commerce a 'human voice' <br><br> The Miami Herald <br> One of the best, most eye-opening books I ever read about marketing...as potent and relevant now as it was when it came out. <br>

Fast Company <br> You might not agree with everything these Web provocateurs say...but you will ignore their ideas at your own peril. <br> Wall Street Journal <br> The pretentious, strident and absolutely brilliant creation of four marketing gurus who have renounced marketing-as-usual. <br> Multichannel Merchant <br> A book written early enough to not even contain the word 'blog, ' but more relevant now than ever. <br> The Gazette (Montreal)<br> The reason [this book] is still so attractive for businesspeople is that the four authors are, primarily, tech guys...so their thoughts are pure, focused and very different from business-oriented authors. <br> Library Journal <br> A weighty work that gets at the heart of the matter: the powerful impact the Internet has had and will continue to have. <br> The Star (South Africa)<br> Almost 10 years ago [this] seminal book...set out to examine the challenges to business that the internet posed...Well into the first de

Author Information

"Rick Levine is co-founder of Mancala, Inc. Previously, he was architect of Sun Microsystems' Java Software group. He lives in Boulder, Colorado. Christopher Locke publishes Gradient Reversals from Boulder, Colorado. A noted speaker, he has also written extensively for publications such as Forbes, Internet World, Information Week, and The Industry Standard. Doc Searls is Senior Editor of Linux Journal. He has written for Upside, Omni, and PC Magazine. He co-founded Hodskins Simone & Searls, which became one of the leading advertising agencies in Silicon Valley. He lives in Woodside, California. David Weinberger is the editor of JOHO (Journal of the Hyperlinked Organization). He is a commentator on NPR's ""All Things Considered"" and has written for Wired, the New York Times, and Smithsonian. He lives in Boston. Craig Newmark is an Internet entrepreneur best known for being the founder of the San Francisco-based website Craigslist. Jake McKee is the Principal and Chief Ant Wrangler at Ant's Eye View, a Dallas-based customer collaboration strategy practice. He was previously Global Community Relations Specialist for the LEGO Company."

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