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Polish Edition MANIFEST www.cluetrain.com koniec ery tradycyjnego
biznesu
"The Cluetrain Manifesto
is to marketing and communications what the open-source movement is to software
development -anarchic, messy, rude, and vastly more powerful than the doomed bullshit that
conventially passes for wisdom."
Eric S. Raymond, President,
Open Source Initiative
What if the real power of the
Web lay not in the technology behind it, but in the profound changes it brings to the way
people interact with business? And what if these changes were altering the nature of your
company as profoundly as they have changed your markets? With language as sharp and
compelling as its observations, www.cluetrain.com burst unexpectedly onto the scene with
95 Theses to ignite a vibrant and viral conversation, making hash of corporate assumptions
abo.ut the nature of online business. Provocative, outrageous and wickedly smart, the
manifesto has challenged executives from Global 1000 companies to sign-on or risk missing
a genuine revolution.
Expanding on ideas and
insights first nailed up on the Web, The Cluetrain Manifesto both signals and explores a
sea change already nearing flood tide in today's wired world. Through the Internet, people
are discovering new ways to share relevant knowledge with blinding speed. As a result,
markets are getting smarter than most companies. Whether management understands it or not,
networked employees are an integral part of these borderless conversations. Today,
customers and employees are communicating with each other in language that is natural,
open, direct and often funny. Companies that aren't listening to these exchanges are
missing a dire warning. Companies that aren't engaging in them are missing an
unprecedented opportunity.
A rich tapestry of anecdotes,
object lessons, parodies, insights and predictions, The Cluetrain Manifesto
illustrates how the Internet has radically reframed the "immutable laws" of
business - and what business needs to know to weather the seismic aftershocks
190pp