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Diane Publishing Books
Right Side Up: Building Brands in the Age of the Organized Consumer
Alan Mitchell (au). A marketing bible for the Information Age. Business as we know it is run by sellers for sellers. Marketing is the product of this seller-centric business system. Now this familiar seller-centric world is being turned upside down. Get ready for a new era of buyer-centric business & marketing: where ‘the organized consumer’ wrests control from organized capital; where helping buyers buy takes precedence over helping sellers sell. Takes readers on a thought-provoking journey from product to customer-focused marketing, to trusted agents & beyond. No major market including consumer goods, retailing, the media & financial services will emerge unscathed from this “Right Side Up” revolution.
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