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