The End of Marketing as We Know It

(8)
The End of Marketing as We Know It image
ISBN-10:

0887309860

ISBN-13:

9780887309861

Author(s): ZYMAN, SERGIO
Edition: 1
Released: May 19, 1999
Publisher: Harper Business
Format: Hardcover, 272 pages

Description:

Marketing as we know it today is about image. It's about getting consumers to love your products. It's about producing award-winning commercials and promotions, and creating ads people like. It's about buzzwords like "events," "relationships," and "intimacy."

Problem is, it's not working.

So says the "Aya-Cola," Sergio Zyman, two-time marketing czar of Coca-Cola and today quite possibly the most famous marketer--and marketing gadfly--in the world. Brilliant and irascible, Zyman is best known for reinventing The Coca-Cola Company's marketing approach by spearheading the launches of such world-class global brands as Diet Coke, New Coke, Classic Coke, Fruitopia, and Sprite. Over a combined thirteen-year period, Zyman directed a zestful multibillion-dollar marketing effort, masterminding such timeless campaigns as "Coke Is It!" and "Always Coca-Cola," that resulted in sales of more than 15 billion cases of Coke products per year to over 5 billion consumers in 190 countries.

In The End of Marketing As We Know It, Zyman reveals, with characteristic flair, the counterintuitive and often provocative marketing strategies and tactics that earned him the nickname "Aya-Cola" on Madison Avenue and helped to increase the market value of The Coca-Cola Company from a mere $56 billion to an astounding $193 billion in just five years. Shattering the mystique surrounding the discipline of marketing and upending the tradition of creating popular, crowd-pleasing ads and promotions, Zyman recounts such illuminating anecdotes as why he decided not to rerun the much-loved "I'd like to teach the world to sing" Coke commercial and why "feel-good" marketing is pointless unless it results in sales. He also explores:

  • Why marketing isn't an art but a science
  • How a well-honed strategy is more important to your success than what your ads say
  • How everything communicates--and what that means to consumers
  • The rise of consumer democracy--and the threat of consumer communism
  • How marketing locally is necessary to build global equity
  • Why marketing is too important to be left to the marketing department
  • How ad agencies are fixated on the wrong things

    And why:

  • It's crucial to increase your marketing budget--not to cut it--when sales are down
  • Megabrands are a terrible idea, but huge brands are a great idea
  • It's suicide to base your sales projections on previous performance
  • You must be focused on profit, not volume for volume's sake
  • It's sometimes necessary to enter a category just to kill it
  • All marketers must be accountable to shareholders

Visionary and rogue, The End of Marketing As We Know It captures a seismic shift in marketing, from the master of the trade.

Best prices to buy, sell, or rent ISBN 9780887309861




Related Books

Frequently Asked Questions about The End of Marketing as We Know It

You can buy the The End of Marketing as We Know It book at one of 20+ online bookstores with BookScouter, the website that helps find the best deal across the web. Currently, the best offer comes from and is $ for the .

The price for the book starts from $6.18 on Amazon and is available from 48 sellers at the moment.

If you’re interested in selling back the The End of Marketing as We Know It book, you can always look up BookScouter for the best deal. BookScouter checks 30+ buyback vendors with a single search and gives you actual information on buyback pricing instantly.

As for the The End of Marketing as We Know It book, the best buyback offer comes from and is $ for the book in good condition.

The The End of Marketing as We Know It book is in very low demand now as the rank for the book is 2,679,033 at the moment. A rank of 1,000,000 means the last copy sold approximately a month ago.

Not enough insights yet.