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From the Publisher...
The controversial marketing guru discusses the revolution in advertising strategy
"What can I say about Sergio Zyman? He's a genius; that's all."-Warren Bennis, University Professor and DistinguishedProfessor of BusinessAdministration, USC Marshall School of Business
In this follow-up to his bestselling book The End of Marketing As We Know It, Sergio Zyman, Coca-Cola's renowned former chief marketing officer, argues that the business of advertising as we know it is dead. He uses real-world examples to illustrate how modern advertising overemphasizes art and entertainment and neglects the most important rule of advertising-sell the product. With a keen eye and a no-holds-barred approach, Zyman discusses how advertising died, what killed it, and how to revive it. He addresses the most critical issues affecting any organization's sales and marketing departments, using his time-tested, unorthodox, and sometimes even counterintuitive principles in order to translate key strategies into positive business results. For marketing managers, advertisers, and CEOs, this book offers groundbreaking advice from one of the legends of modern marketing, as well as the knowledge, insights, tools, and direction to transform advertising strategies from hoping to planning, from art to science, from guessing to knowing, and from random success to planned success.
Title: The End of Advertising as We Know It
Categories: Advertising & Promotion,
Publisher: Wiley: 2002-09-06
ISBN Number: 0471225819
ISBN Number 13: 9780471225812
Book Condition: Used: Very Good
Jacket Condition: Very Good +
Item: 16.00 Item
Seller ID: 018021
Description: *** Hardcover in Very Good +/Very Good + condition. Binding tight, pages clean. No previous owner names. ***