The End of Marketing as We Know it

图书标准信息

• 作者 Sergio Zyman 著
• 出版社 HarperCollins
• 出版时间 1999-02
• ISBN 9780887309861
• 定价 256.90元
• 装帧 精装
• 开本 其他
• 纸张 其他
• 页数 272页
• 正文语种 英语

【内容简介】

RoguemarketerSergioZyman,formerChiefMarketingOfficerforCocaCola,revealsforthefirsttimehisphilosophyof‘neo-marketing’.

SergioZyman–akaAya-cola–hasjuststeppeddownfrombeingchiefmarketingofficerforCocaCola.TenyearsagohehadthedubiousdistinctionoflaunchingNewCoke–oneofthebestdocumentedandmostspectacularmarketingfailuresofalltime.Butjust79dayslaterthereturnofClassicCokeproducedthebiggestone-yearriseeverinthebrand’ssales.Zymanlearnt–andtaughtothers–importantlessonsabouttheemotionalbondofconsumerstotheproduct.ThelateCokeCEO,RobertGoizuetasaid‘IfIcouldhaveaNewCokesituationeverydayIwould.Absolutely’.

Zymanisflamboyantandcontroversial,withanappropriatelyfizzypersonality.Lastyearhereceivedarecordsalaryof$412,000plusabonusof$305,000.InTheEndofMarketingAsWeKnowIthewillrevealforthefirsttimehisphilosophyofmarketing,which,hesays,isnotwhateveryonethinksitisabout.Hewillofferuphisownbrandof‘neo-marketing’basedonthenotionthat‘advertisingandpromotionaresupposedtosellmorestuff’.

Cokeisoneoftheworld’smostpowerfulandsymbolicbrands;thisaccountofeventstherebyitschiefmarketingofficerpromisestobeeducational,instructive,controversialandentertaining–amustreadforanyoneinvolvedinthemarketingbusiness.

【作者简介】

SergioZymanwasborninMexicoCity.InthelateseventiesheworkedforPepsiCountil1979whenhejoinedCocaCola.HeleftCokein1986,followingthedisastrouslaunchofNewCoke,andworkedasaconsultantuntil1993,whenhereturnedtoCocaColaasChiefMarketingOfficer.Hehasrecentlyrelinquishedthisposttoworkasanindependentconsultantagain.