This book is spot on, 13 Jan 2003

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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