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 and marketing: where ‘the organized consumer’ wrests control from organization capital; where helping buyers buy takes precedence over helping sellers sell.

No major market including consumers goods, retailing, the media and financial services will emerge unscathed from this Right Side Up revolution.

‘Alan Mitchell takes readers on a thought –provoking journey from product to customer-focused marketing, to trusted agents and beyond. 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.