The Cluetrain Manifesto: The End of Business as Usual
by Christopher Locke, Rick Levine, Doc Searls, David Weinberger

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Book Reviews of The Cluetrain Manifesto: The End of Business as Usual

Book Review: Wake-up Call
Summary: 5 Stars

Summary of The Cluetrain Manifesto: The End of Business as Usual

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

Theory Books

• Business & Investing > Economics
• General
• Marketing & Sales > Marketing > General
• Industries & Professions > E-commerce > General
• Computers & Internet > Business & Culture > Web Marketing