The End of Marketing as We Know it by Sergio Zyman

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The End of Marketing as We Know it by Sergio Zyman

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Summary

Sergio Zyman launched New Coke - one of the best documented and most spectacular marketing failures. The return of Classic Coke produced the biggest one-year rise ever. Zyman reveals his own marketing philosophy of "neo-marketing".

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The End of Marketing as We Know it by Sergio Zyman

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".
'A wizard at marketing discloses his magic' Charles RSchwab, Chairman, The Charles Swab Corporation
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.
SKU Unavailable
ISBN 13 9780006531845
ISBN 10 0006531849
Title The End of Marketing as We Know it
Author Sergio Zyman
Condition Unavailable
Binding Type Paperback
Publisher HarperCollins Publishers
Year published 2000-06-19
Number of pages 272
Cover note Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
Note Unavailable