Ten years after Cluetrain's original publication, too many companies still ignore the idea that markets are really made up of people. In our rapidly changing world, this book's message is more vital than ever. Companies may be wired for business, but they still struggle with how to talk to their customers like human beings.The 10th Anniversary Edition features extensive new commentaries by industry leaders, but the core message of this modern business classic remains intact.
|Edition description:||Anniversary Edition|
|Product dimensions:||5.40(w) x 8.20(h) x 1.00(d)|
|Age Range:||13 - 18 Years|
About the Author
Christopher Locke blogs Mystic Bourgeoisie and Entropy Gradient Reversals from Boulder, Colorado.
Doc Searls is Senior Editor of Linux Journal, and a fellow at Harvard's Berkman Center for Internet & Society.
David Weinberger is a fellow at Harvard's Berkman Center and author of Everything Is Miscellaneous.
Jake McKee is the principal and chief Ant Wrangler at Ant's Eye View, and he was previously global community relations specialist for the LEGO Company.
JP Rangaswami is chief information officer of British Telecom's global IT services business.
Dan Gillmor is the director of the Knight Center for Digital Media Entrepreneurship at Arizona State University's Walter Cronkite School of Journalism and Mass Communication.
Table of Contents
Foreword Thomas Petzinger, Jr. ix
The Cluetrain Manifesto xiii
95 theses for the people of earth-the Web site that started it all
Introduction to the Tenth Anniversary Edition 3
The End? Of Business? As Usual? David Weinberger
Markets Are Relationships Doc Searls 9
But How Does It Taste? Rick Levine 23
Obedient Poodles for God And Country Chris Locke 37
In Defense of Optimism David Weinberger 53
1 Internet Apocalypso Christopher Locke 73
2 The Longing David Weinberger 111
3 Talk is Cheap Rick Levine 119
4 Markets Are Conversations Doc Searls David Weinberger 147
5 The Hyperlinked Organization David Weinberger 187
6 Ez Answers Christopher Locke David Weinberger 233
7 Post-Apocalypso Christopher Locke 245
Journalism as a Conversation Dan Gillmor 257
How Lego Caught the Cluetrain Jake McKee 267
Cluetrain In the Cubicle J.P. Rangaswami 277
Where Are They Now? 287