Right Side Up by Alan Mitchell
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. Business as we know it is run by sellers for sellers. Marketing as we know it is the product of this seller-centric business system. Now, with the arrival of the information age, this familiar seller-centric world is being turned upside down. Get ready for a new era of buyer-centric business and marketing: where "the organized consumer" wrests control from organized capital; where helping buyers buy takes precedence over helping sellers sell. Amidst a tidal wave of hype surrounding the Internet and e-commerce, this fundamentally important shift has been overlooked. In this book leading marketing journalist, Alan Mitchell, rectifies the omission. It analyzes 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 revolution. No marketing platitude will remain unchallenged as buyer-centric themes such as "is your marketing worth buying?" and "do you offer value for time and return on attention?" force their way up the marketing agenda. 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.
'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
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.
| SKU | Non disponible |
| ISBN 13 | 9780006531968 |
| ISBN 10 | 0006531962 |
| Title | Right Side Up |
| Author | Alan Mitchell |
| Condition | Non disponible |
| Binding type | Paperback |
| Publisher | HarperCollins Publishers |
| Year published | 2002-02-18 |
| Number of pages | 356 |
| Cover note | La photo du livre est présentée à titre d'illustration uniquement. La reliure, la couverture ou l'édition réelle peuvent varier. |
| Note | Non disponible |