Right Side Up: Building Brands in the Age of the Organized Consumer: Brand Strategies for the Information Age [Paperback]

‘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

--This text refers to an out of print or unavailable edition of this title.

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.

Clichés such as 'the Internet changes everything' are a commonplace nowadays. Right Side Up shows how this 'everything' reaches further, deeper into the heart of modern business than many yet realize.

Amidst a tidal wave of hype surrounding the Internet and e-commerce, a fundamental shift in buying patterns has been ignored. In this provocative book leading marketing journalist, Alan Mitchell, rectifies the omission. It analyses the emergence of the consumer agent – a new breed of business, which organizes and represents consumers within the market place 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.

--This text refers to an out of print or unavailable edition of this title.

Alan Mitchell is a business writer, a contributing editor to Marketing Week. He is a former marketing correspondent of The Times, editor of Marketing magazine and author of the Financial Times report Brand Strategies in the Information Age. He is one of the best marketing journalists around.