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.
關於作者：
Rick Levine is the founder of Seth Ellis Chocolatier. He was
previously Web Architect for Sun Microsystems’ Java Software
group.
Christopher Locke blogs Mystic Bourgeoisie and Entropy Gradient
Reversals from Boulder, Colorado.
Doc Searls is Senior Editor of Linux Journal, and a fellow at
Harvard’s Berkman Center for Internet Society.
David Weinberger is a fellow at Harvard’s Berkman Center and
author of Everything Is Miscellaneous.
Jake McKee is the principal and chief Ant Wrangler at Ant’s Eye
View, and he was previously global community relations specialist
for the LEGO Company.
JP Rangaswami is chief information officer of British Telecom’s
global IT services business.
Dan Gillmor is the director of the Knight Center for Digital
Media Entrepreneurship at Arizona State University’s Walter
Cronkite School of Journalism and Mass Communication.
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