- Paperback: 356 pages
- Publisher: HarperCollins Business; New edition edition (18 Feb 2002)
- Language English
- ISBN-10: 0006531962
- ISBN-13: 978-0006531968
- Product Dimensions: 19 x 12.7 x 2 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 1,416,196 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
Business today is run by sellers for sellers and marketing is the product of this seller-centric business system. Get ready for the new era of buyer-centric business and marketing: where the organized consumer takes control from organized capital – where helping buyers to buy is the key.
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.
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Customer Reviews
Most Helpful Customer Reviews
3 of 3 people found the following review helpful
Format: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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