The End of Marketing as We Know it - Hardcover

Zyman, Sergio

Hardcover

ISBN 10: 0887309860 ISBN 13: 9780887309861

Publisher: Harper Business, 1999

Synopsis

A provocative marketing expert offers his insights into a new age in world marketing, showing how trends will not follow the commonly expected path and giving advice on how to anticipate and take advantage of the coming changes. Tour.

About this title

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

Review:

"Here's a great marketing tip...Buy this book, written by the ultimate master. No marketer can live without it."--Dick Ebersol, President, NBC Sports"No matter what industry you're in, Zyman's book is a must read."--John F. Cooke, Executive Vice President, the Walt Disney Company

About this edition

• Publisher: Harper Business
• Publication date: 1999
• ISBN 10: 0887309860
• ISBN 13: 9780887309861
• Binding: Hardcover
• Edition number: 1
• Number of pages: 272