Items related to The End of Marketing As We Know It
Sergio Zyman - aka Aya-cola - had the dubious distinction of launching New Coke - one of the best documented and most spectacular marketing failures. 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 - lessons about the emotional bond of consumers to the product. Here, he reveals his own marketing philosophy based on "neo-marketing" - the notion that "advertising and promotion are supposed to sell more stuff".
"synopsis" may belong to another edition of this title.
Review:
Remember the New Coke? A disaster, right? Or how about the commercial where "Mean" Joe Greene meets a little kid holding a bottle of Coke? A masterpiece, right? Wrong, on both counts. Sergio Zyman, who was the chief marketing officer at Coca-Cola, will tell you that while the New Coke nose-dived, it--and the subsequent reintroduction of Coke Classic--helped to reconnect people to the soft drink and revitalize a brand that was losing market share to Pepsi. And as for "Mean" Joe Greene, while people loved the ad, it wasn't doing what good marketing should do: sell product, which is what Zyman's book, The End of Marketing As We Know It, is all about.
About the Author:
For Zyman, marketing is not an art, it's a business. "Marketing is a strategic activity and discipline focused on the endgame of getting more consumers to buy your product more often so that your company makes more money." He sees too many marketers who don't understand this point, who are too concerned about projecting image when they should really be focused on producing sales. Zyman peppers the book with stories about various campaigns at Coke as well as assessments of companies that get it, such as Starbucks and Southwest Airlines, to companies that don't, for example, Nissan and Levi's. He believes that the old-style marketing of Madison Avenue is dead, that it no longer has the "ability to move the masses," that in today's "consumer democracy" there are simply too many choices. Instead, marketers will have to focus on sales, conversion rates, targeting customers, and creating value for shareholders. The End of Marketing As We Know It is not a primer on how to do better marketing; rather, it's a reordering of priorities so that good marketing will be done in the first place. Recommended. --Harry C. Edwards
Sergio Zyman was born in Mexico City. In the late seventies he worked for PepsiCo until 1979 when he joined Coca Cola. He left Coke in 1986, following the disastrous launch of New Coke, and worked as a consultant until 1993 when he returned to Coca Cola as Chief Marketing Officer. He has recently relinquished this post to found Z, his own consultancy.
"About this title" may belong to another edition of this title.
- PublisherHarper Business
- Publication date1999
- ISBN 10 0002571285
- ISBN 13 9780002571289
- BindingHardcover
- Edition number1
- Number of pages256
- Rating
Top Search Results from the AbeBooks Marketplace
Stock Image
The End of Marketing As We Know It
Published by
HarperCollins Publishers Limited
(1999)
ISBN 10: 0002571285
ISBN 13: 9780002571289
Used
Hardcover
Quantity: 1
Seller:
Rating
Book Description Condition: Very Good. Used book that is in excellent condition. May show signs of wear or have minor defects. Seller Inventory # 44973604-6
Buy Used
US$ 8.83
Convert currency
Stock Image
The End of Marketing As We Know It
Published by
Harper Business
(1999)
ISBN 10: 0002571285
ISBN 13: 9780002571289
Used
Hardcover
Quantity: 3
Seller:
Rating
Book Description Hardback. Condition: 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. Seller Inventory # GOR006447385
Buy Used
US$ 2.74
Convert currency
Seller Image
The End of Marketing As We Know It
Published by
HarperCollins Business
(1999)
ISBN 10: 0002571285
ISBN 13: 9780002571289
Used
Hardcover
Quantity: 1
Seller:
Rating
Book Description Condition: Good. Most items will be dispatched the same or the next working day. A tan to the page edges/pages. Seller Inventory # wbb0019641871
Buy Used
US$ 2.70
Convert currency
Stock Image
The End of Marketing As We Know It
Published by
HarperCollins Publishers Limited
(1999)
ISBN 10: 0002571285
ISBN 13: 9780002571289
Used
Hardcover
Quantity: 1
Seller:
Rating
Book Description Condition: Very Good. Ships from the UK. Used book that is in excellent condition. May show signs of wear or have minor defects. Seller Inventory # 44973604-6
Buy Used
US$ 5.68
Convert currency
Stock Image
The End of Marketing As We Know It
Published by
HarperCollins Publishers Limited
(1999)
ISBN 10: 0002571285
ISBN 13: 9780002571289
Used
Hardcover
Quantity: 1
Seller:
Rating
Book Description Condition: Good. Ships from the UK. Used book that is in clean, average condition without any missing pages. Seller Inventory # 193722-75
Buy Used
US$ 5.68
Convert currency
Stock Image
The End of Marketing As We Know It
Published by
HarperCollins Publishers Limited
(1999)
ISBN 10: 0002571285
ISBN 13: 9780002571289
Used
Hardcover
Quantity: 1
Seller:
Rating
Book Description Condition: Very Good. Ships from the UK. Former library book; may include library markings. Used book that is in excellent condition. May show signs of wear or have minor defects. Seller Inventory # 48621221-75
Buy Used
US$ 5.68
Convert currency
Stock Image
The End of Marketing As We Know It
Published by
Harper Business
(1999)
ISBN 10: 0002571285
ISBN 13: 9780002571289
Used
Hardcover
Quantity: 1
Seller:
Rating
Book Description Condition: Good. Buy with confidence! Book is in good condition with minor wear to the pages, binding, and minor marks within 1.15. Seller Inventory # bk0002571285xvz189zvxgdd
Buy Used
US$ 23.97
Convert currency
Seller Image
The End of Marketing As We Know It
Published by
Harper Business
(1999)
ISBN 10: 0002571285
ISBN 13: 9780002571289
Used
Hardcover
Signed
Quantity: 1
Seller:
Rating
Book Description Hardcover. Condition: Good. No Jacket. Dust jacket missing. SIGNED by the author. Shelf and handling wear to cover and binding, with general signs of previous use. Secure packaging for safe delivery. 1.2. signed by author. Seller Inventory # 1542733109
Buy Used
US$ 24.00
Convert currency
Stock Image
The End of Marketing As We Know It
Published by
HarperCollins Business
(1999)
ISBN 10: 0002571285
ISBN 13: 9780002571289
Used
Hardcover
Quantity: 1
Seller:
Rating
Book Description Condition: Very Good. 1999. First Edition. Hardcover. Clean copy in good distwrapper. . . . . Books ship from the US and Ireland. Seller Inventory # KEX0231901
Buy Used
US$ 20.30
Convert currency
Stock Image
The End of Marketing As We Know It
Published by
HarperCollins Business
(1999)
ISBN 10: 0002571285
ISBN 13: 9780002571289
Used
Hardcover
First Edition
Quantity: 1
Seller:
Rating
Book Description Condition: Very Good. 1999. First Edition. Hardcover. Clean copy in good distwrapper. . . . . Seller Inventory # KEX0231901
Buy Used
US$ 24.20
Convert currency