The End of Marketing as We Know it
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The End of Marketing as We Know it by Sergio Zyman
Sergio Zyman - aka "Aya-cola" has stepped down from being Chief Marketing Officer for Coca Cola. At the end of the 1980s he 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. In 1998 he received a record salary of $412,000, plus a bonus of $305,000. Here, he reveals his philosophy of marketing, which, he says, is not what everyone thinks it is about.
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 work as an independent consultant again.
| SKU | Unavailable |
| ISBN 13 | 9780002571289 |
| ISBN 10 | 0002571285 |
| Title | The End of Marketing as We Know it |
| Author | Sergio Zyman |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | HarperCollins Publishers |
| Year published | 1999-06-21 |
| Number of pages | 256 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |