GONZO MARKETING Winning Through Worst Practices

Rather than encouraging listeners to "think outside the box," Locke challenges listeners to think what box their business is in. Using unorthodox practices to increase market share is what "gonzo marketing" is all about. Locke's delivery is upbeat as he talks about his goal to become an original voice in marketing. His narration is engaging but somewhat off-center, often using expletives to emphasize a strong point. He seems genuine in his passion for the "engaged participation" of marketing and shares his enthusiasm through scenarios from idealistic marketing to micro-markets. This is not your dad's marketing book. D.L.M. (c) AudioFile 2002, Portland, Maine [Published: AUG/SEP 02]