A marketing bible for the Information Age. Cliches such as 'everything is changing' are a commonplace nowadays. Right Side Up shows how this 'everything' reaches further, deeper into the heart of modern business than most realise. A fundamental shift in buying patterns has been ignored. In this provocative book leading journalist, Alan Mitchell, rectifies the omission. He shows the emergence of the consumer agent - a new breed of business, which organizes and represents consumers within the marketplace 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.

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 model to discard and which to embrace - and when. Business as we know it is run by sellers for sellers. This book explains how this is set to change.