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.
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Descrizione libro Wiley, 2003. Paperback. Condizione libro: New. Reprint. Codice libro della libreria DADAX047142966X
Descrizione libro Wiley, 2003. Condizione libro: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: 1. The First Casualty - How We Killed Traditional Advertising. 2. Success Can Be Deadly - Don't Take Your Brand Awareness For Granted. 3. Fish Where the Fish Are. 4. Celebrity Endorsers, Spokespeople, and Icons: When to Use 'Em, When Not To. 5. Packaging Matters - It's Your Last, Best Shot, So Make it a Good One. 6. To Sponsor or Not to Sponsor; That's the Question. 7. Free Media - Your Best Friend or Your Worst Enemy. 8. Making Your Employees Part of Your Message and Your Product. 9. The Proof is in the Pudding. 10. Never Miss Another Opportunity. Codice libro della libreria ABE_book_new_047142966X
Descrizione libro Wiley, 2003. Paperback. Condizione libro: New. BRAND NEW COPY, Perfect Shape, No Remainder Mark, MH330-1108Fast Shipping With Online Tracking, International Orders shipped Global Priority Air Mail, All orders handled with care and shipped promptly in secure packaging, we ship Mon-Sat and send shipment confirmation emails. Our customer service is friendly, we answer emails fast, accept returns and work hard to deliver 100% Customer Satisfaction!. Codice libro della libreria 0811100124
Descrizione libro Wiley, 2003. Paperback. Condizione libro: New. book. Codice libro della libreria 047142966X
Descrizione libro Condizione libro: Brand New. Book Condition: Brand New. Codice libro della libreria 97804714296611.0
Descrizione libro Wiley, 2003. Paperback. Condizione libro: New. Codice libro della libreria P11047142966X