The End of Marketing As We Know It

Informationen zum Autor Sergio Zyman was formerly the chief marketing officer at The Coca-Cola Company. As principal of Z, a new consulting company, he has worked with such companies as Microsoft, 7-Eleven, Miller Brewing Company, and Campbells. A highly sought-after speaker, he frequently travels the world to speak to large audiences and has been featured in such publications as the Wall Street Journal, the New York Times, and Fortune. He lives in Atlanta, Georgia. Klappentext 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 Zusammenfassung 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 ...

Dettagli sul prodotto

• Autori: Sergio Zyman, Zyman Sergio
• Editore: Harper Collins Usa
• Lingue: Inglese
• Formato: Tascabile
• Pubblicazione: 07.11.2000
• EAN: 9780887309830
• ISBN: 978-0-88730-983-0
• Pagine: 272
• Dimensioni: 135 mm x 205 mm x 18 mm
• Categorie: Scienze sociali, diritto, economia > Economia; Market research, Behavioural economics, Management: leadership and motivation, Sales and marketing, Research and development management, BUSINESS & ECONOMICS: Leadership, BUSINESS & ECONOMICS: Advertising & Promotion, BUSINESS & ECONOMICS: Consumer Behavior, BUSINESS & ECONOMICS: Marketing / Direct, BUSINESS & ECONOMICS: Marketing / Research, BUSINESS & ECONOMICS: Development / Business Development, MARKETING: PRINCIPLES OF MARKETING, BUSINESS & ECONOMICS: Sales & Selling / General, BUSINESS & ECONOMICS: International / Marketing, BUSINESS & ECONOMICS: Marketing / Industrial, BUSINESS & ECONOMICS: Marketing / Multilevel, Marketing / Principles of Marketing