ゴンゾー・マーケティング [単行本]

話題を呼んだ『これまでのビジネスのやり方は終わりだ』（原題『The Cluetrain Manifesto』）の著者クリストファー・ロックが、従来のインターネットマーケティングの問題点を痛烈に批判し、新たなマーケティングの概念を提唱した1冊。

   訳者の山形浩生が「訳者あとがき」で述べているように、「本書の文体は落ち着か」ず、「おふざけだらけかと思えば、妙に衒学的」であり、また修辞に凝りすぎて読みにくい。アメリカ特有の事情を並べ立てた部分は訳者の尽力で日本風にアレンジされているものの、誤植が多いため、わかりにくい部分もある。だが、これらの点を差し引いても、本書には参考にすべき点が多い。

   著者は、コカ・コーラ社の伝説のマーケター、セルジオ・ジーマンに代表されるマス・マーケティングの手法や、セス・ゴーディンのパーミション・マーケティングなど、さまざまなマーケティング手法を徹底的に批判している。とりわけ、既存のマーケティング手法に若干アレンジを加えたこれまでのインターネットマーケティングの手法には手厳しい。

 「ゴンゾー」とは、もともとはジャーナリズムから生まれた言葉で、「自ら対象に参加し、そこに関わり主観的に何かをつかもうとする方法論」のことらしい。ゴンゾー・マーケティングは、この考え方をマーケティングに適用しようと考案されたものだ。著者によると、ゴンゾー・マーケティングは、「市場の立場からマーケティングを行う」のであり、「われわれの本当に求めているものが知りたい」という企業の欲求にこたえるものである。もちろん訳者が指摘するように、ゴンゾー・マーケティングには問題点がある。だが従来のマーケティング手法がインターネットの世界で通用しない理由については、メディアの特性を考慮しながらうまく説明されている。（土井英司）

Gonzo Marketing is a knuckle-whitening ride to the place where social criticism, biting satire, and serious commerce meet...and where the outdated ideals of mass marketing and broadcast media are being left in the dust. As master of ceremonies at the wake for traditional one-size-fits-all marketing, Locke has assembled a unique guest list, from Geoffrey Chaucer to Hunter S. Thompson, to guide us through the revolution that is rocking business today, as people connect on the Web to form powerful micromarkets. These networked communities, based on candor, trust, passion, and a general disdain for anything that smacks of corporate smugness, reflect much deeper trends in our culture, which Locke illuminates with his characteristic wit. "Gonzo Marketing is not yet-another nostrum for hoodwinking the unwary. It's about market advocacy. It describes how "the artist formerly known as advertising" must do a 180. It's about transforming the marketing message from "we want your money" to "we share your interests." It's about tapping into, listening to, and even forming alliances with emerging on-line markets, who probably know more about your company than you do. It's a hip-hop cover of boring old best practices played backwards. The paradox is that companies that support and promote these communities can have everything they've always wanted: greater market share, customer loyalty, brand equity. Irreverent, penetrating, profoundly simple, and on-the-money, "Gonzo Marketing is the raucous wake-up that no one interested in any aspect of twenty-first century business -- from the trading floor right up to the board room -- can afford to ignore. --このテキストは、絶版本またはこのタイトルには設定されていない版型に関連付けられています。

フィナンシャル・タイムズ「21世紀ビジネス提言者TOP50」の1人である著者が、現状のインターネットマーケティングのアプローチを一刀両断! 斬新な切り口で従来型インターネットマーケティングが失敗する理由を分析。

The coauthor of the no-more-business-as-usual blockbuster The Cluetrain Manifesto--which basically told Net-age marketers to stop talking at their markets and start conversing with them--follows up with a book that's more a highly entertaining, nimbly erudite screed against our current mass-market, mass-media culture than it is a recipe book for e-commerce marketing success in the post-cyberboom era. Writing in a paler imitation of the profanely irreverent, freely associative "gonzo" journalism style pioneered by his obvious idol Hunter S. Thompson, 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.

Useful examples of such enjoinment don't appear until a slim, penultimate chapter, and they are mostly theoretical in nature, e.g., what if Ford, after giving its employees worldwide free home computers and Net access (which it did), got all of them who were into organic gardening to infiltrate organic-gardening Web communities to push (via the subtle art of persuasion, one supposes) the niftiness of Ford pickups for organic gardeners? Truth be told, Locke seems more like a social critic or humanist at heart than a marketing consultant, and his essential disdain for corporations (which are anti-human, he declares, despite all their philanthropic tootle) leaves the reader wondering whether he really wants e-commerce to effectively pervade the Web's truly democratic, populist microcommunities for its own purposes. As his wonderfully cranky cult Web zine, Entropy Gradient Reversals, and his alter ego therein, RageBoy, have proven, the man's a smart, witty, broadly read cyberpundit. In Gonzo Marketing, he tweaks everyone from Disney, Time Warner AOL, and IBM to fellow biz-book writers like Seth Godin (Permission Marketing), and if you read it first for its own eclectic, acerbic delights and second for a postboom e-marketing primer, you'll be rightly pleased. --Timothy Murphy
--このテキストは、絶版本またはこのタイトルには設定されていない版型に関連付けられています。

This latest offering from the coauthor of last year's The Cluetrain Manifesto puts a new spin on the age-old approach to marketing, which says businesses need to establish common ground with potential customers before they begin to try to sell anything. "At its heart, gonzo is animated by an attitude of deeply principled anti-professionalism in the best sense," says Locke, who purports to offer a new business template and a futuristic view of the marketplace. Although this work suffers from frequent dead-end tangents, hopeless self-indulgence and endless references to Locke's last book and his former coauthors, it does have a few shining moments. His theories are intriguing; in Locke's world, for example, employees of Ford Motor Co. who like organic gardening would be given space on the Ford Web site to communicate with other organic gardeners, thus reaching people who eventually could become Ford's customers, thanks to their online relationship with the gardening Ford employee. To his credit, Locke's nine maxims ("best practices usually aren't"; "storytelling is the path" to marketing success, etc.) do make sense, and his avoidance of Internet advertising and embrace of community involvement are refreshing. (Nov.)Forecast: Perseus will have to do a little gonzo marketing of its own to help this title break out of the saturated new business category.

Copyright 2001 Cahners Business Information, Inc.

--このテキストは、絶版本またはこのタイトルには設定されていない版型に関連付けられています。

Gonzo Marketing is a knuckle-whitening ride to the place where social criticism, biting satire, and serious commerce meet...and where the outdated ideals of mass marketing and broadcast media are being left in the dust. As master of ceremonies at the wake for traditional one-size-fits-all marketing, Locke has assembled a unique guest list, from Geoffrey Chaucer to Hunter S. Thompson, to guide us through the revolution that is rocking business today, as people connect on the Web to form powerful micromarkets. These networked communities, based on candor, trust, passion, and a general disdain for anything that smacks of corporate smugness, reflect much deeper trends in our culture, which Locke illuminates with his characteristic wit.

Gonzo Marketing is not yet-another nostrum for hoodwinking the unwary. It's about market advocacy. It describes how "the artist formerly known as advertising" must do a 180. It's about transforming the marketing message from "we want your money" to "we share your interests." It's about tapping into, listening to, and even forming alliances with emerging on-line markets, who probably know more about your company than you do. It's a hip-hop cover of boring old best practices played backwards. The paradox is that companies that support and promote these communities can have everything they've always wanted: greater market share, customer loyalty, brand equity.

Irreverent, penetrating, profoundly simple, and on-the-money, Gonzo Marketing is the raucous wake-up that no one interested in any aspect of twenty-first century business -- from the trading floor right up to the board room -- can afford to ignore.
--このテキストは、絶版本またはこのタイトルには設定されていない版型に関連付けられています。

Sunday Times Book of the Week ... "...Lockes argument cannot be dismissed lightly..." (Sunday Times 30 December 2001)

"..the average Cre@teOnline reader will enjoy Gonzo Marketing.." (Cre@teOnline Magzine January 2002)

"..Gonzo Marketing is a breath of fresh air.." (Marketing, 24 January 2002)

"..entertaining style. It is certainly a great read.." (Marketing Business, February 2002 --このテキストは、絶版本またはこのタイトルには設定されていない版型に関連付けられています。

CHRIS LOCKE is co-author of The Cluetrain Manifesto, president of Entropy Web Consulting, and editor/publisher of the widely acclaimed and justly infamous webzine, Entropy gradient Reversals. He has worked for Fujitsu, Ricoh, the Japanese government's "Fifth Generation" artificial intelligence project, Carnegie Mellon University's Robotics Institute, CMP Publications, Mecklermedia, MCI, and IBM. Named in a 2001 Financial Times Group survey as one of the "top 50 business thinkers in the world", he has written for a wide variety of business and technology publications, including Forbes, The Industry Standard, Information Week, Harvard Business Review, and Release 1.0. He lives in Boulder, Colorado. --このテキストは、絶版本またはこのタイトルには設定されていない版型に関連付けられています。

ロック,クリストファー
もとIBM勤務のエンジニア。その後、メールマガジンEntropy Gradient Reversalsを刊行、インターネット上でのビジネスについて発言を行う。その後Cluetrain Manifesto(邦訳:『これまでのビジネスのやり方は終わりだ』日本経済新聞社刊行2001年)を共著。現在は、企業コンサルタントとして執筆や講演活動を行うかたわら、『フォーブス』『インフォメーション・ウィーク』などに寄稿

山形 浩生
1964年東京生まれ。東京大学工学系研究科都市工業専攻、マサチューセッツ工科大学不動産センター修士課程修了。大手シンクタンクで地域開発やODA関連調査のかたわら、翻訳、執筆活動を行なう(本データはこの書籍が刊行された当時に掲載されていたものです)