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

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.