The End Of Marketing As We Know It

(Paperback)

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Description

Marketing today doesn't work. Or so says the "Aya Cola," Sergio Zyman, former marketing czar of Coca-Cola and quite possibly the most famous marketing gadfly in the world. Brilliant, irascible, unconventional, Zyman is best known for reinventing the Coca-Cola Company's marketing approach by spearheading the global launches of Diet Coke, New Coke, Classic Coke, Fruitopia, and Sprite. Now, in this brisk and revolutionary book, Zyman shows why old approaches to marketing have lost their fizz--and how to get a jump on the strateies that will work in the twenty-first century.

Zyman explores such topics as:

• Why feel-good marketing is pointless unless it results in sales
• Why marketing is a science not an art
• How a well-honed strategy is more important to success than what ads say
• And much more

Reviews

"Here's a great marketing tip...Buy this book, written by the ultimate master. No marketer can live without it."--Dick Ebersol, President, NBC Sports"No matter what industry you're in, Zyman's book is a must read."--John F. Cooke, Executive Vice President, the Walt Disney Company

Author Bio

Sergio Zyman was born in Mexico City. In the late seventies he worked for PepsiCo until 1979 when he joined Coca Cola. He left Coke in 1986, following the disastrous launch of New Coke, and worked as a consultant until 1993 when he returned to Coca Cola as Chief Marketing Officer. He has recently relinquished this post to found Z, his own consultancy.