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

Business today is run by sellers for sellers and marketing is the product of this seller-centric business system. Get ready for the new era of buyer-centric business and marketing: where the organized consumer takes control from organized capital - where helping buyers to buy is the key. Clichs such as 'the Internet changes everything' are a commonplace nowadays. Right Side Up shows how this 'everything' reaches further, deeper into the heart of modern business than many yet realize. Amidst a tidal wave of hype surrounding the Internet and e-commerce, a fundamental shift in buying patterns has been ignored. In this provocative book leading marketing journalist, Alan Mitchell, rectifies the omission. It analyses 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 Right Side Up revolution.