 | By: Alan Mitchell Binding: Paperback Publisher: HarperCollins Business ISBN: 0006531962 ISBN-13: 9780006531968 Released: 18 Feb 2002 RRP: Average Rating:  |
Alan Mitchell has a compelling writing style which he combines with clear analysis to set out an agenda for marketing in an information age...
Cruciallly, Mitchell is as thorough in his recommendation of alternatives as he is in challlenging the status quo. He argues compellingly for brands that act as agents for consumers rather than producers. And his advocacy of "passion brands" makes interesting reading for anyone who read the Cluetrain manifesto but doesn't quite know what to do differently.
I don't make a habit of recommending books here, but this one is great. Go out & buy it.
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