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‘A wizard at marketing discloses his magic’
Charles R. Schwab, Chairman, The Charles Swab Corporation
Rogue marketer Sergio Zyman, former Chief Marketing Officer for Coca Cola, reveals for the first time his philosophy of ‘neo-marketing’.
Ten years ago Sergio Zyman – aka Aya-cola – had the dubious distinction of launching New Coke – one of the best documented and most spectacular marketing failures of all time. But just 79 days later the return of Classic Coke produced the biggest one-year rise ever in the brand’s sales. Zyman learnt – and taught others – important lessons about the emotional bond of consumers to the product. The late Coke CEO, Robert Goizueta, said: ‘If I could have a New Coke situation every day I would. Absolutely’.
Zyman is flamboyant and controversial, with an appropriately fizzy personality. Today he runs his own highly successful consulting firm. Here he reveals for the first time his own marketing philosophy based on ‘neo-marketing’ – the notion that ‘advertising and promotion are supposed to sell more stuff’. This educational, controversial and entertaining account by the ex-Chief Marketing Officer of one of the world’s most powerful brands is a must read for anyone involved in the marketing business.
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- VerlagHarperCollins Business
- Erscheinungsdatum2000
- ISBN 10 0006531849
- ISBN 13 9780006531845
- EinbandTapa blanda
- Anzahl der Seiten272
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The End of Marketing As We Know It
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Harper Collins Pb
(2000)
ISBN 10: 0006531849
ISBN 13: 9780006531845
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Buchbeschreibung Paperback. Zustand: Very Good. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Bestandsnummer des Verkäufers GOR003133083
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The End of Marketing As We Know It
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Buchbeschreibung Paperback. Zustand: Very Good. The End of Marketing As We Know It This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Bestandsnummer des Verkäufers 7719-9780006531845
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The End of Marketing As We Know It
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Buchbeschreibung Paperback. Zustand: Very Good. This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Bestandsnummer des Verkäufers 6545-9780006531845
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The End of Marketing as We Know It
Verlag:
Harpercollins Business
(2000)
ISBN 10: 0006531849
ISBN 13: 9780006531845
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Buchbeschreibung Zustand: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,250grams, ISBN:9780006531845. Bestandsnummer des Verkäufers 8596707
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