Right Side Up

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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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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. --Thistext refers to an out of print or unavailable edition of this title.