Rogue marketer Sergio Zyman, former Chief Marketing Officer for Coca Cola, reveals for the first time his philosophy of ‘neo-marketing’.
Ten years ago Sergio Zyman – aka Aya-cola – had the dubious distinction of launching New Coke – one of the best documented and most spectacular marketing failures of all time. But just 79 days later the return of Classic Coke produced the biggest one-year rise ever in the brand’s sales. Zyman learnt – and taught others – important lessons about the emotional bond of consumers to the product. The late Coke CEO, Robert Goizueta, said: ‘If I could have a New Coke situation every day I would. Absolutely’.
Zyman is flamboyant and controversial, with an appropriately fizzy personality. Today he runs his own highly successful consulting firm. Here he reveals for the first time his own marketing philosophy based on ‘neo-marketing’ – the notion that ‘advertising and promotion are supposed to sell more stuff’. This educational, controversial and entertaining account by the ex-Chief Marketing Officer of one of the world’s most powerful brands is a must read for anyone involved in the marketing business.
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‘A wizard at marketing discloses his magic’
Charles R. Schwab, Chairman, The Charles Swab Corporation
Sergio Zyman was born in Mexico City. In the late seventies he worked for PepsiCo until 1979 when he joined Coca Cola. He left Coke in 1986, following the disastrous launch of New Coke, and worked as a consultant until 1993 when he returned to Coca Cola as Chief Marketing Officer. He has recently relinquished this post to found Z, his own consultancy.
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Descrizione libro Paperback. Condizione: Used; Good. Dispatched, from the UK, within 48 hours of ordering. This book is in good condition but will show signs of previous ownership. Please expect some creasing to the spine and/or minor damage to the cover. Aged book. Tanned pages and age spots, however, this will not interfere with reading. Codice articolo CHL9352942
Descrizione libro Condizione: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,250grams, ISBN:9780006531845. Codice articolo 8596707
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