Christopher Locke established himself as one of the foremost chroniclers of the information age with his contribution to the popular 2000 book, The Cluetrain Manifesto, in which he spelled out how traditional hierarchical models of marketing and corporate communication were being disrupted by that most disruptive technology of all, the Internet.

Now in Gonzo Marketing, he sketches how models of marketing should look if businesses wish to thrive in an age where Locke sees the Internet as the ultimate revolt of the masses.

...you'll enjoy many of Locke's potshots at business as it is done today, such as his comments that:

• The new name for the AOL/Time Warner merger should be "The Titanic Deck Chair Rearrangement Corporation."
• "Microsoft has hit on a unique strategy for maintaining its position on [the list of most-visited web sites]: millions of customers trying to figure out why their computers stopped working."
• Corporations have spent millions to develop e-commerce sites that go unvisited while a page of dancing hamsters that pulled "eighty-three bajillion hits in two weeks" cost all of $29.
• "If the business notion of best practices had been applied from the dawn of civilization ... the Sistine Chapel ceiling would say 'Bank with Medici' and instead of a torch, the Statue of Liberty would be brandishing a tube of Preparation H.

The drummer lays down five quick surgical strikes, the first chord spreads like napalm, pumping the bass. Scream of the 50 millimeter lead across the bridge. Fuzz you! Rock and roll is at war with the world.

You don't have to live... this way, this time. Don't have to burn, to turn -- inside out, away. Ocean rolling organ transplants. 500 watts of pain straight up. Amped right into your heart. Gotta move or explode. This anger like uncut amphetamine. Gotta move the product. Into the ether, into the street. Crank it babe, suit up. Radar screaming three o'clock. Bank and roll, you wanna dance?

Don't have to live... morituri te salutamus. Slide up my neck lay down those notes right there. That's right, sustain... then clip it hit it pull my rip cord. Don't hafta don't. Don't hafta live like love like. That.

Somewhere somehow... come down crashing: move! We need some flares here -- come back. Radio down don't need the static going in. Cross hairs lighting up the ghost in this machine. Lock and load get ready for it brace yourself. Here come the warm jets. Rushing diving coming in too steep watch out. Flashback flipping the bird the last possible second -- NOW! Here comes my girl. Strafing all your base to powder. Rock and roll backatcha baby bombs away!

And contrails up so high the wind my freak flag heading out. What you want to believe, believe with everything you got.

Live to tell about it.