The Cluetrain Manifesto began as a Web site (cluetrain.com) in 1999 when the authors, who have worked variously at IBM, Sun Microsystems, the Linux Journal, and NPR, posted 95 theses about the new reality of the networked marketplace. Ten years after its original publication, their message remains more relevant than ever. For example, thesis no. 2: “Markets consist of human beings, not demographic sectors”; thesis no. 20: “Companies need to realize their markets are often laughing. At them.” The book enlarges on these themes through dozens of stories and observations about business in America and how the Internet will continue to change it all.

With a new introduction and chapters by the authors, and commentary by Jake McKee, JP Rangaswami, and Dan Gillmor, this book is essential reading for anybody interested in the Internet and e-commerce, and is especially vital for businesses navigating the topography of the wired marketplace.

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Praise

"You might not agree with everything these Web provocateurs say...but you will ignore their ideas at your own peril." —Fast Company

"The pretentious, strident and absolutely brilliant creation of four marketing gurus who have renounced marketing-as-usual." —Wall Street Journal

"A book written early enough to not even contain the word 'blog,' but more relevant now than ever." —Multichannel Merchant

"The reason [this book] is still so attractive for businesspeople is that the four authors are, primarily, tech guys...so their thoughts are pure, focused and very different from business-oriented authors." —The Gazette (Montreal)

"A weighty work that gets at the heart of the matter: the powerful impact the Internet has had and will continue to have." —Library Journal

"Almost 10 years ago [this] seminal book...set out to examine the challenges to business that the internet posed.... Well into the first decade of the brave new 21st century, it is clear that the changes these prophets spoke of are irreversible." —The Star (South Africa)

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Praise