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Christopher Locke

GONZO MARKETING

Winning through worst practices

ΣΤΟΙΧΕΙΑ ΒΙΒΛΙΟΥ

ΕΤΟΣ ΕΚΔΟΣΗΣ2001
ΣΕΛΙΔΕΣ240
ΙSBN0-7382-0769-1
ΕΚΔΟΤΗΣPerseus Books Group

Locke starts with the by-now-familiar idea that old-style mass-marketing "broadcast" advertising just won't work on the Web. Indeed, he says, conventional print-ad tactics as embodied online by banners and pop-ups might actually generate more ill will than sales, and that's why companies must use the Web to somehow enjoin their products and services to the quirky niche interests of the gazillion individual cybercommunities (or "micromarkets") whose greatest advantage for marketers is how freely and speedily their members talk among themselves, touting a brand when and if it's truly deserved.