Right Side Up: Building Brands in the Age of the Organized Consumer
byAlan Mitchell
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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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