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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"If you ever dreamed of having a power lunch with the one-and-only Z, this book is the next best thing. Z argues that advertising is much more than 30-second TV commercials; for him, it includes branding, packaging, service, and everything else that communicates. Make sure you keep notes as Sergio drops his pearls of wisdom on the truth of advertising and beyond."
-Bernd Schmitt, Author, Experiential Marketing
In this follow-up to the bestseller The End of Marketing as We Know It, Coca-Cola's renowned and outspoken former chief marketing officer argues that current advertising practices are dead. He contends that advertisers have lost sight of their primary goal: to sell the product. Fortunes are wasted on hip, award-winning commercials that often fail to even communicate the brand. The reality of business demands that advertising answer to the bottom line.
Based on his years of experience building and maintaining some of the world's biggest brands, Zyman shows how truly effective advertising involves not only thirty-second TV spots, but also branding, packaging, celebrity spokespeople, sponsorships, publicity, and customer service. The End of Advertising as We Know It presents battle-tested advice for designing truly effective ad campaigns that drive business.
Backed by case studies and hard-won insight, Zyman reinvents advertising as a focused, disciplined, and even scientific process in which every expenditure generates a return. He shows how the most fruitful ad campaigns start with a company-wide strategy from top management that filters down through the organization, influencing all marketing and advertising efforts. He presents a new methodology for analyzing and charting the results of ad campaigns and offers fresh ways to connect with customers. Rethinking traditional advertising methods, he debunks some of the most indestructible myths in the business-like the old saw that any publicity is good publicity. In short, he shows that the rules of the game have changed, and warns advertisers everywhere to wise up to the new set right away.
Today's consumers are bombarded by information and overwhelmed by choice. As a result, advertisers are constantly seeking more inventive ways to reach them, forgetting the industry's true purpose. Sergio Zyman challenges ad agencies to rethink their approach to customer service and the metrics of success. For corporate leaders and advertising professionals alike, The End of Advertising as We Know It presents a plan for effective advertising that does one thing and one thing only-sell the product.
Praise for the book that rewrote the rules of advertising
"Zyman’s thorough, thoughtful words might be the kick-in-the-pants the industry needs."
"The writing style is refreshingly simple and easy to understand. Appropriate for any library that has a business section."
"If you ever dreamed of having a power lunch with the one-and-only Z, this book is the next best thing. Make sure you keep notes as Sergio drops his pearls of wisdom on the truth of advertising and beyond."
–Bernd Schmitt, author, Experiential Marketing
"[Zyman] returns to the foundations of advertising, which he drills into rock. He builds–or rebuilds–the house of marketing from the ground up."
–Sir Martin Sorrell, Group Chief Executive, WPP
"I hope CEOs read this book. They will stop wasting their precious dollars on 30-second commercials and start doing some real marketing."
–Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg Graduate School of Management, author, Kotler on Marketing and Marketing Insights from A to Z
"Sergio is one of the few who recognize that the real problem with advertising is that the process itself is broken. And he is the only man in the history of the industry courageous (or insane) enough to attempt to change it."
–Sam Hill, cofounder, Helios Consulting Group, author, Sixty Trends in Sixty Minutes
"Sergio Zyman is tough-minded and irreverent. His insights into the evolution of advertising are vital for anyone building a business."
–John J. Dooner Jr., Chairman and CEO, McCann-Erickson Worldgroup
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Descrizione libro Wiley, 2003. Paperback. Condizione libro: New. book. Codice libro della libreria M047142966X
Descrizione libro Wiley, 2003. Paperback. Condizione libro: New. Never used!. Codice libro della libreria P11047142966X
Descrizione libro Wiley, 2003. Paperback. Condizione libro: New. Reprint. Codice libro della libreria DADAX047142966X
Descrizione libro Wiley, 2003. Soft cover. Condizione libro: New. 1st Edition. As chief marketing officer at the Coca-Cola Company, Zyman (The End of Marketing As We Know It) speaks from practical experience, but he also holds an MBA from Harvard. At Coca-Cola, Zyman both increased sales dramatically and oversaw the introduction of New Coke one of the most visible missteps in the annals of marketing. Advertising now is not effective, claims Zyman, because it is dominated by overly creative television ads that entertain and win awards but don't generate sales. Expanding the definition of advertising to include everything from packaging to employee behavior, he argues that advertising must show a clear measurable return. One of his best arguments is that sponsorships should be reconsidered to make sure that every dollar spent drives increased sales. Zyman does not introduce many new ideas, but he does advocate that CEOs and marketing managers take a more active role to reinforce the brand and value proposition. While walking readers through a series of real-world examples of what worked and what didn't, he downplays his own mistakes and shows little sympathy for the mistakes of others. Ultimately, though, the book reaffirms the classic notion that a company must think through its strategies up front while also welcoming change. The writing style is refreshingly simple and easy to understand. Codice libro della libreria ABE-1505451928445