The End of Advertising as We Know It
Language: English
Published by John Wiley & Sons Inc, 2002
- Softcover
- Used
Condition: Used - Very good
£ 5.14
Quantity: 1 available
Add to basketItem description from seller
: En este libro, Sergio Zyman, ex jefe de marketing de Coca-Cola, argumenta que las prácticas publicitarias actuales están obsoletas. Afirma que los anunciantes han perdido de vista su objetivo principal: vender el producto. Se derrochan fortunas en anuncios modernos y galardonados que a menudo ni siquiera logran comunicar la marca. La realidad empresarial exige que la publicidad responda a los resultados finales. Este libro ofrece una perspectiva provocadora sobre el futuro de la publicidad y cómo las empresas pueden adaptarse para tener éxito en un mercado en constante cambio. EAN: 9780471225812 Tipo: Libros Categoría: Negocios y Economía Título: The End of Advertising as We Know It Autor: Sergio Zyman| Armin Brott Editorial: John Wiley & Sons Inc Idioma: en Páginas: 239 Formato: tapa dura.
Seller Inventory # Happ-2024-12-03-3fa1826b
- Title
- The End of Advertising as We Know It
- Author
- Sergio Zyman; Armin Brott
- Publisher
- John Wiley & Sons Inc
- Publication year
- 2002
- Condition
- Very Good
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 0471225819
- ISBN 13
- 9780471225812
"What can I say about Sergio Zyman? He′s a genius; that′sall."–Warren Bennis, University Professor andDistinguishedProfessor of BusinessAdministration, USC MarshallSchool of Business
In this follow–up to his bestselling book The End of Marketing AsWe Know It, Sergio Zyman, Coca–Cola′s renowned former chiefmarketing officer, argues that the business of advertising as weknow it is dead. He uses real–world examples to illustrate howmodern advertising overemphasizes art and entertainment andneglects the most important rule of advertising–sell the product.With a keen eye and a no–holds–barred approach, Zyman discusses howadvertising died, what killed it, and how to revive it. Headdresses the most critical issues affecting any organization′ssales and marketing departments, using his time–tested, unorthodox,and sometimes even counterintuitive principles in order totranslate key strategies into positive business results. Formarketing managers, advertisers, and CEOs, this book offersgroundbreaking advice from one of the legends of modern marketing,as well as the knowledge, insights, tools, and direction totransform advertising strategies from hoping to planning, from artto science, from guessing to knowing, and from random success toplanned success.
"Synopsis" may belong to another edition of this title.
About the Author
ARMIN BROTT has co–written books on business with some of today′shighest profile industry leaders, and is also a bestselling authorin his own right. His other titles include The Expectant Father:Facts, Tips, and Advice for Dads–to–Be, The New Father: A Dad′sGuide to the First Year, and A Dad′s Guide to the Toddler Years. Helives with his family in Oakland, California.
"About the title" may belong to another edition of this title.
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