When the customer is finally king

Alan Mitchell

Argues that the `revolution' which is coming to marketing through the `information age' is more fundamental than many marketers yet realise.

When the customer is finally king

The Information Age is re-inventing marketing. Models that have dictated brand development, communication and distribution are being turned upside down. In this seminal article, the author traces how the brand model is being challenged by the electronic revolution

Alan Mitchell

CHAIRMAN MAO called it ‘waving the red flag to oppose the red flag’– adopting the mantle of revolution to conceal a deeper conservatism. In marketing circles nowadays, talk about breaking the rules, thinking outside the box, adopting new paradigms is almost de rigueur. Yet sadly, as a truly great revolution looms, most...

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