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Advanced SearchThe End of marketing as we know it
In The End of Marketing As We Know it, Sergio Zyman reveals, with characteristic flair, the counterintuitive and often provocative marketing strategies and tactics that earned him the nickname "Aya-Cola" on Madison Avenue and helped to increase the market value of The Coca-Cola Company from a mere $56 billion to an astounding $193 billion in just five years. Shattering the mystique surrounding the discipline of marketing and upending the tradition of creating popular, crowd-pleasing ads and promotions, Zyman recounts such illuminating anecdotes as why he decided not to rerun the much-loved "I'd like to teach the world to sing" Coke commercial and why "feel-good" marketing is pointless unless it results in sales. He also explores: why marketing isn't an art but a science, how a well-honed strategy is more important to your success than what your ads say, how everything communicates - and what that means to consumers, and the rise of consumer democracy - and the threat of consumer communism. And why: it's crucial to increase your marketing budget - not to cut it - when sales are down; and megabrands are a terrible idea, but huge brands are a great idea.
TABLE OF CONTENTS
Acknowledgments
Preface
Part. 1 Marketing is no Mystery
Introduction: Smashing the Black Box
Ch. 1 Why Have Marketing? To Make Money
Ch. 2 Without Strategies, You Aren’t Going Anywhere
Ch. 3 Marketing Is Science
Part. 2 How to Sell the Most Stuff and Make the Most Money
Ch. 4 Positioning Is a Two-Way Street
Ch. 5 What Do Bill Clinton, Princess Di, and Ramadan Have to Do with Selling Stuff?
Ch. 6 What Jerry Seinfeld Can Teach You About Marketing
Ch. 7 Fish Where the Fish Are
Ch. 8 Don’t Stop Thinking about Tomorrow
Part. 3 With whose Army?
Ch. 9 Don’t Count People - Count Results
Ch. 10 I Like Ad Agencies - And Some of Them Even Like Me
Conclusion: Traditional Marketing is Not Dying It’s Dead
Index
About the Author
Ketersediaan
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Informasi Detil
Judul Seri |
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No. Panggil |
BA Zym
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Penerbit | HarperBusiness : New York., 1999 |
Deskripsi Fisik |
xvii, 247 p. : index ; 24 cm.
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Bahasa | |
ISBN/ISSN |
0-88730-986-0
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BA
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Tipe Pembawa |
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Edisi |
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Info Detil Spesifik |
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Pernyataan Tanggungjawab |
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