The only change to the world of marketing to even begin to rival the impact of the internet and technology itself over the past 10 years is the idea(s) of The Cluetrain Manifesto. "Markets Are Conversations' it famously observed, encouraging companies to construct and participate in two way discussions with their customers, prospects, partners, and marketspace.

An update of sorts is being presented today at a conference in San Francisco in the form of a paper entitled "The Manifesto on Monday Morning: How to put the wisdom of Cluetrain into action when you get to your office.” It will be interesting and probably important to really understand the ideas presented here. Read more about it on ZD - and if you haven't read the book yet - get it!