Synopsis
The controversial marketing guru discusses the revolution in advertising strategy
"What can I say about Sergio Zyman? He′s a genius; that′s all."–Warren Bennis, University Professor and DistinguishedProfessor of BusinessAdministration, USC Marshall School of Business
In this follow–up to his bestselling book The End of Marketing As We Know It, Sergio Zyman, Coca–Cola′s renowned former chief marketing officer, argues that the business of advertising as we know it is dead. He uses real–world examples to illustrate how modern advertising overemphasizes art and entertainment and neglects the most important rule of advertising–sell the product. With a keen eye and a no–holds–barred approach, Zyman discusses how advertising died, what killed it, and how to revive it. He addresses the most critical issues affecting any organization′s sales and marketing departments, using his time–tested, unorthodox, and sometimes even counterintuitive principles in order to translate key strategies into positive business results. For marketing managers, advertisers, and CEOs, this book offers groundbreaking advice from one of the legends of modern marketing, as well as the knowledge, insights, tools, and direction to transform advertising strategies from hoping to planning, from art to science, from guessing to knowing, and from random success to planned success.
"synopsis" may belong to another edition of this title.
Review
argues cogently that what sponsors are doing is not, as many still believe, distributing patronage, but buying and exploitable marketing property. ( Admap, April 2004)
"...a valuable challenge to assumptions..." (Research, January 2004)
From the Back Cover
Praise for the book that rewrote the rules of advertising
"Zyman’s thorough, thoughtful words might be the kick–in–the–pants the industry needs."
Publishers Weekly
"The writing style is refreshingly simple and easy to understand. Appropriate for any library that has a business section."
Library Journal
"If you ever dreamed of having a power lunch with the one–and–only Z, this book is the next best thing. Make sure you keep notes as Sergio drops his pearls of wisdom on the truth of advertising and beyond."
Bernd Schmitt, author, Experiential Marketing
"[Zyman] returns to the foundations of advertising, which he drills into rock. He builds or rebuilds the house of marketing from the ground up."
Sir Martin Sorrell, Group Chief Executive, WPP
"I hope CEOs read this book. They will stop wasting their precious dollars on 30–second commercials and start doing some real marketing."
Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg Graduate School of Management, author, Kotler on Marketing and Marketing Insights from A to Z
"Sergio is one of the few who recognize that the real problem with advertising is that the process itself is broken. And he is the only man in the history of the industry courageous (or insane) enough to attempt to change it."
Sam Hill, cofounder, Helios Consulting Group, author, Sixty Trends in Sixty Minutes
"Sergio Zyman is tough–minded and irreverent. His insights into the evolution of advertising are vital for anyone building a business."
John J. Dooner Jr., Chairman and CEO, McCann–Erickson Worldgroup
"About this title" may belong to another edition of this title.
