The world of marketing and branding is in the midst of a series of transformations. A key skill now is knowing which elements of the old marketing model to discard and which to embrace - and when. In this book leading marketing journalist Alan Mitchell analyzes the emergence of the consumer agent - a new breed of business. No major market - including consumer goods, retailing, the media and financial services - will emerge unscathed from this revolution. Cliches such as "the Internet changes everything" are a commonplace nowadays. This book shows how this "everything" reaches further, deeper into the heart of modern business than many yet realize.
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Alan Mitchell is a business writer, a contributing editor to Marketing Week and columnist for a number of other marketing, retailing and new media publications. He has tracked the unfolding revolution in marketing over many years, as a former marketing correspondent of The Times, editor of marketing magazine, and author of the Financial Times report Brand Strategies in the Information Age.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
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Book Description HarperCollins UK, 2002. Paperback. Book Condition: New. Brand New. 100% Money Back Guarantee! Ships within 1 business day, includes tracking. Carefully packed. Serving satisfied customers since 1987. Bookseller Inventory # 108280
Book Description HarperCollins UK, 2002. Paperback. Book Condition: New. Bookseller Inventory # DADAX0006531962
Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97800065319681.0