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5. Push and Pull > 5.1. Marketing

Marketing

At the peak of the dot-com boom, the authors of The Cluetrain Manifesto took center stage with their passionate cry for the end of business as usual. With scathing wit, they dissected and discredited mass marketing as a nasty industrial age hangover. The book hit the bestseller lists, and the authors were promptly lifted onto pedestals. Then the bubble burst and their revolutionary call to arms suddenly seemed out of place, quickly forgotten amid the rubble. This is unfortunate because the manifesto’s message still rings true:

A few thousand years ago there was a marketplace. Never mind where. Traders returned from far seas with spices, silks, and precious, magical stones. Caravans arrived across burning deserts bringing dates and figs, snakes, parrots, monkeys, strange music, stranger tales. The marketplace was the heart of the city, the kernel, the hub, the omphalos. Like past and future, it stood at a crossroads. People woke early and went there for coffee and vegetables, eggs and wine, for pots and carpets, rings and necklaces, for toys and sweets, for love, for rope, for soap, for wagons and carts, for bleating goats and evil-tempered camels. They went there to look and listen and to marvel, to buy and be amused. But mostly they went to meet each other. And to talk.[*]


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