The End of Marketing as We Know it - Softcover

Zyman, Sergio

Softcover

ISBN 10: 0006531849 ISBN 13: 9780006531845

Publisher: HarperCollins Business, 2000

Synopsis

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.

About this title

Product Description:

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 salesWhy marketing is a science not an artHow a well-honed strategy is more important to success than what ads sayAnd much more

Review:

Remember the New Coke? A disaster, right? Wrong. 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 revitalise a brand that was losing market share to Pepsi.

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. It is recommended reading. --Harry C. Edwards, Amazon.com

About this edition

• Publisher: HarperCollins Business
• Publication date: 2000
• ISBN 10: 0006531849
• ISBN 13: 9780006531845
• Binding: Paperback
• Number of pages: 272