The End of Marketing as We Know ItHarper Collins, 2000-11-07 - 272 psl. Marketing today doesn't work. Or so says the "Aya Cola," Sergio Zyman, former marketing czar of Coca-Cola and quite possibly the most famous marketing gadfly in the world. Brilliant, irascible, unconventional, Zyman is best known for reinventing the Coca-Cola Company's marketing approach by spearheading the global launches of Diet Coke, New Coke, Classic Coke, Fruitopia, and Sprite. Now, in this brisk and revolutionary book, Zyman shows why old approaches to marketing have lost their fizz--and how to get a jump on the strateies that will work in the twenty-first century. Zyman explores such topics as:
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Turinys
Marketing Is Science | 43 |
HOW TO SELL THE MOST STUFF | 65 |
WITH WHOSE ARMY? | 175 |
I Like Ad AgenciesAnd Some | 205 |
Traditional Marketing is | 229 |
Index | 237 |
About the Author | 247 |
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