The End of Marketing as We Know ItHarper Collins, 07/11/2000 - 272 páginas 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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Índice
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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Palavras e frases frequentes
actually advertising agencies airline better brand build buy your product campaign clients Club Med Coca-Cola Company commercials competition competitors consumers create creative Crystal Pepsi customers decide decision destination develop Diet Coke everything fact figure future getting give goal going guys happened heavy users hire idea imagery investment keep keting lemon-lime look marketing department marketplace McCann McCann-Erickson Mean Joe Greene means megabrands Miller Miller Lite million mind never packaging Pepsi Challenge percent pizzas positioning pretty Procter & Gamble profit promotions reasons to buy remember Roberto Goizueta sell more stuff sell stuff Sergio Zyman smart Snapple soft drinks spend Sprite Starbucks strategy success sumers sure Tab Clear tactics talk taste tell things tion trademark understand volume