TITLE

Truths in 'Cluetrain Manifesto' coexist with wishful thinking

AUTHOR(S)
Rothenberg, Randall
PUB. DATE
March 2000
SOURCE
Advertising Age;3/13/2000, Vol. 71 Issue 11, p44
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article comments on the theses related to marketing communications proposed in the book The Cluetrain Manifesto: The End of Business As Usual. The book says some important and true things about the discipline of marketing communications. The authors of the book believe that marketing culture is founded on the outmoded and counterproductive tenets of subterfuge, conquest and obfuscation. The Internet, they say, with its ability to network one to one and one to many simultaneously, has rendered this culture and these tactics moot. Hence their first thesis: Markets are conversations, in which people have figured out that they get far better information and support from one another than from vendors. Like conversations, the Cluetrain authors say, marketing should speak the language of human beings, not demographic sectors.
ACCESSION #
2884053

 

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