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The End of Marketing as We Know It: The Coca-Cola Czar's Revolutionary Approach to Science-Based Marketing Strategy - Softcover

Zyman, Sergio

 
9780887309830: The End of Marketing as We Know It: The Coca-Cola Czar's Revolutionary Approach to Science-Based Marketing Strategy
Softcover
ISBN 10: 0887309836 ISBN 13: 9780887309830
Verlag: HarperBusiness, 2000

Inhaltsangabe

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

Die Inhaltsangabe kann sich auf eine andere Ausgabe dieses Titels beziehen.

Über die Autorin bzw. den 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.

Von der hinteren Coverseite

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

„Über diesen Titel“ kann sich auf eine andere Ausgabe dieses Titels beziehen.

Verlag
HarperBusiness
Erscheinungsdatum
2000
Sprache
Englisch
ISBN 10 
0887309836
ISBN 13 
9780887309830
Einband
Taschenbuch
Anzahl der Seiten
272
Kontakt zum Hersteller
Product Safety Manager
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