Cluetrain Manifesto (Anniversary)

    By Rick Levine, Christopher Locke, Doc Searls, David Weinberger
"The Cluetrain Manifesto" began as a Web site ( 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.

Levine was web architect for Sun Microsystems' Java Software group. Currently he is co-founder and CTO of Mancala, Inc. Locke publishes Entropy Gradient Reversals from Boulder, Colorado, He has worked for Fujitsu, Ricoh, Carnegie Mellon University, Mecklermedia, MCI, and IBM, and has written extensively for publicatioins such as Forbes, Byte, Internet World, Information Week, and The Industry Standard. Searls is senior editor for Linux Journal. He is also president of The Searls Group, the Silicon Valley marketing consultancy. David Weinberger is the co-author of the international bestseller "The Cluetrain Manifesto" and the author of "Small Pieces Loosely Joined," A fellow at Harvard University, Weinberger writes for such publications as "Wired" and the "Harvard Business Review" and is a frequent commentator for NPR's "All Things Considered," In 1994, he founded Evident Marketing, a strategic marketing firm on technology issues. He lives in Boston.


"Fast Company"
"You might not agree with everything these Web provocateurs say...but you will ignore their ideas at your own peril."

"Wall Street Journal"
"The pretentious, strident and absolutely brilliant creation of four marketing gurus who have renounced marketing-as-usual."

"Multichannel Merchant"
"A book written early enough to not even contain the word 'blog, ' but more relevant now than ever."

"The Gazette" (Montreal)
"The reason [this book] is still so attractive for businesspeople is that the four authors are, primarily, tech their thoughts are pure, focused and very different from business-oriented authors."

"Library Journal"
"A weighty work that gets at the heart of the matter: the powerful impact the Internet has had and will continue to have."

"The Star" (South Africa)
"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."

"Harvard Business Review"
"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'"

"The Miami Herald"
"One of the best, most eye-opening books I ever read about potent and relevant now as it was when it came out."



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ISBN 9780465018659
Language English
Pages 298
Publish Date 06/01/2009
Publisher Basic Books (AZ)

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