The End of Marketing as We Know It

"In The End of Marketing As We Know it, Sergio 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, and the rise of consumer democracy - and the threat of consumer communism." "And why: it's crucial to increase your marketing budget - not to cut it - when sales are down; and megabrands are a terrible idea, but huge brands are a great idea."--BOOK JACKET.

שנה

2000

שפה

English

הוצאה

Collins

מהדורות

7

עמודים

272

ISBN

9780887309830

מקור הנתונים: Wikidata