- Paperback: 352 pages
- Publisher: Profile Books (18 Feb 2002)
- Language English
- ISBN-10: 1861975740
- ISBN-13: 978-1861975744
- Product Dimensions: 19.2 x 12.8 x 2.4 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 1,856,870 in Books (See Top 100 in Books)
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Product Description
Review
‘a “must-read” for any business that wants to be competitive in the Information Age.'
Don Peppers and Martha Rogers, co-authors of ‘The One to One Future’ and ‘One to One B2B’
‘In every sense, a revolutionary book.’
Sir Martin Sorrell, Group Chief Executive, WPP Group
Product Description
A marketing bible for the Information Age. Cliches such as 'everything is changing' are a commonplace nowadays. Right Side Up shows how this 'everything' reaches further, deeper into the heart of modern business than most realise. A fundamental shift in buying patterns has been ignored. In this provocative book leading journalist, Alan Mitchell, rectifies the omission. He shows the emergence of the consumer agent - a new breed of business, which organizes and represents consumers within the marketplace and acts as the catalyst of change. It charts the rise of new types of superbrand which flourish, not because of their prowess at selling, but because they act for, and on behalf of, their consumers and clients - efficiently, effectively and enthusiastically. No major market - including consumer goods, retailing, the media and financial services - will emerge unscathed from this Right Side Up revolution.
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Most Helpful Customer Reviews
3 of 3 people found the following review helpful:
5.0 out of 5 stars
This book is spot on,
By
This review is from: Right Side Up: Building Brands in the Age of the Organized Consumer: Brand Strategies for the Information Age (Paperback)
I can't recommend this book enough and it should be required reading for anyone concerned about the folly of much modern marketing.Alan Mitchell has a compelling writing style which he combines with clear analysis to set out an agenda for marketing in an information age... Crucially, Mitchell is as thorough in his recommendation of alternatives as he is in challenging the status quo. He argues compellingly for brands that act as agents for consumers rather than producers. And his advocacy of "passion brands" makes interesting reading for anyone who read the Cluetrain manifesto but doesn't quite know what to do differently. I don't make a habit of recommending books here, but this one is great. Go out and buy it.
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