Right Side Up: Building Brands in the Age of the Organized Consumer: Winning Strategies in the Information Age

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9780002571524: Right Side Up: Building Brands in the Age of the Organized Consumer: Winning Strategies in the Information Age

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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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 B2B

'a revolutionary book'
Sir Martin Sorrell, group chief executive, WPP Group

From the Publisher:

Some comments on Right Side Up:
‘Alan Mitchell takes readers on a thought-provoking journey from product to customer-focused marketing, to trusted agents and beyond. Drawing on the wisdom of today’s leading experts in the marketing world Right Side Up is a ‘must read’ for any business that wants to be competitive in the Information Age.’

Don Peppers and Martha Rogers, Partners, Peppers and Rogers Group, co-authors of The One to One Future and One to One B2B

‘In every sense, a revolutionary book. Alan Mitchell overturns much conventional marketing thinking and predicts an inversion of power greatly favouring the consumer. He doesn't have to be right about everything to be invaluable to all of us.’

Sir Martin Sorrell, Group Chief Executive, WPP Group PLC

‘Just as the fax machine was instrumental in undermining the edifice of communism, so the new economics of information will undermine the edifice of traditional marketing. Alan Mitchell's brilliant and lucid book is a manifesto for a revolution, and essential reading for anyone interested in the future relationship between buyers and sellers.’

Philip Evans, Senior Vice President, Boston Consulting Group and co-author of Blown to Bits

‘This seminal book represents a real breakthrough in thinking. It turns conventional thinking about marketing on its head, diagnoses the ills of marketing with new insight. It also offers solutions. It will create a revolution in business practice.’

Hugh Davidson, author of Offensive Marketing and Even More Offensive Marketing

‘Alan Mitchell brings his years of acute observation of marketing together in this book that is trenchantly argued, never dull and full of insight which you cannot afford to ignore’

Bob Tyrrell, Visiting Professor at City University Business School and former chairman of the Henley Centre.

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