Sergio Zyman, Armin Brott: The End of Advertising as We Know It

Publisher ‏ : ‎ John Wiley & Sons (25 Sept. 2002)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 240 pages
ISBN-10 ‏ : ‎ 9780471225812
ISBN-13 ‏ : ‎ 978-0471225812
Dimensions ‏ : ‎ 15.7 x 2.33 x 24.15 cm

The controversial marketing guru discusses the revolution inadvertising strategy
"What can I say about Sergio Zyman? He′s a genius; that′sall."–Warren Bennis, University Professor andDistinguishedProfessor of BusinessAdministration, USC MarshallSchool of Business
In this follow–up to his bestselling book The End of Marketing AsWe Know It, Sergio Zyman, Coca–Cola′s renowned former chiefmarketing officer, argues that the business of advertising as weknow it is dead. He uses real–world examples to illustrate howmodern advertising overemphasizes art and entertainment andneglects the most important rule of advertising–sell the product.With a keen eye and a no–holds–barred approach, Zyman discusses howadvertising died, what killed it, and how to revive it. Headdresses the most critical issues affecting any organization′ssales and marketing departments, using his time–tested, unorthodox,and sometimes even counterintuitive principles in order totranslate key strategies into positive business results. Formarketing managers, advertisers, and CEOs, this book offersgroundbreaking advice from one of the legends of modern marketing,as well as the knowledge, insights, tools, and direction totransform advertising strategies from hoping to planning, from artto science, from guessing to knowing, and from random success toplanned success.