The End of Marketing As We Know It

Business & Money

ZYMAN, SERGIO

Marketing & Sales

HarperBusiness

Now the world's most famous marketer, Sergio Zyman, has teamed up with Scott Miller to present a brilliant and irascible take on e-marketing as it really is and how it's supposed to be. just as Zyman's best-selling The End of Marketing as We Know It signaled the end of traditional marketing-marketing as corporate ornamentation, somehow existing apart from the serious business practice of selling more people more stuff more often-Building Brandwidth takes on the myth that this cool, hip new technology needs cool, hip new marketing to make the sale. Marketing is marketing-building a brand online takes discipline and sweat, just as it does offline. Too many Internet start-ups are betting on irreverent advertising and in-jokes to do magic-to create instant brand awareness, build traffic, develop commerce, create buzz, and enable the brand to rise to the top. But "irreverent" too often means "irrelevant." Meanwhile, sales stagnate-or nosedive. Ever since the Internet bubble burst, Web companies live by the law-of-the-jungle rules of all companies.
 In this illuminating book you'll learn why:
 • Building brandwidth isn't about being trendy. It's about closing the sale online and using some of the back-to-the principles of e-merchanting to do that. 
• Everything you knew about mass marketing is over. Today, customization rules, and that means customer-ization rules.
 • Customers don't care if your Web site has the coolest technology-they want to know how it can do something for them that they need or want and how it can do it differently than any other site.
 • Creativity isn't about being obscure. Creativity means doing the hard work of communicating what your business can do that the competition can't.
 • What applies to e-companies now applies to all companies. The new and old economies have fused into one hypercompetitive transformed economy.
 Building Brandwidth is the user's manual for anyone doing business on the Internet. This indispensable guide to making money and coming out on top will help you close the sale online in these fast-moving, make-or-break times when every e-commerce venture is desperately fighting to stay afloat.

Building Brandwidth: Closing the Sale Online

Arts & Photography

Miller, Scott

Photography & Video

Harper Business

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.

The End of Advertising as We Know It

Brott, Armin A.

John Wiley&Sons, Inc.

End of Advertising as We Know It

John Wiley&Sons

End of Marketing as We Know It

HarperAudio

Marketing today doesn't work. Or so says the "Aya Cola," Sergio Zyman, former marketing czar of Coca-Cola and quite possibly the most famous marketing gadfly in the world. Brilliant, irascible, unconventional, Zyman is best known for reinventing the Coca-Cola Company's marketing approach by spearheading the global launches of Diet Coke, New Coke, Classic Coke, Fruitopia, and Sprite. Now, in this brisk and revolutionary book, Zyman shows why old approaches to marketing have lost their fizz-and how to get a jump on the strateies that will work in the twenty-first century.
Zyman explores such topics as:
<ul>
<li>Why feel-good marketing is pointless unless it results in sales</li>
<li>Why marketing is a science not an art</li>
<li>How a well-honed strategy is more important to success than what ads say</li>
<li>And much more</li>
</ul>

The End of Marketing as We Know It

Management & Leadership

Marketing as we know it today is about image. It's about getting consumers to love your products. It's about producing award-winning commercials and promotions, and creating ads people like. It's about buzzwords like "events," "relationships," and "intimacy." 
Problem is, it's not working. 
So says the "Aya-Cola," Sergio Zyman, two-time marketing czar of Coca-Cola and today quite possibly the most famous marketer--and marketing gadfly--in the world. Brilliant and irascible, Zyman is best known for reinventing The Coca-Cola Company's marketing approach by spearheading the launches of such world-class global brands as Diet Coke, New Coke, Classic Coke, Fruitopia, and Sprite. Over a combined thirteen-year period, Zyman directed a zestful multibillion-dollar marketing effort, masterminding such timeless campaigns as "Coke Is It!" and "Always Coca-Cola," that resulted in sales of more than 15 billion cases of Coke products per year to over 5 billion consumers in 190 countries. 
In The End of Marketing As We Know It, Zyman reveals, with characteristic flair, the counterintuitive and often provocative marketing strategies and tactics that earned him the nickname "Aya-Cola" on Madison Avenue and helped to increase the market value of The Coca-Cola Company from a mere $56 billion to an astounding $193 billion in just five years. Shattering the mystique surrounding the discipline of marketing and upending the tradition of creating popular, crowd-pleasing ads and promotions, Zyman recounts such illuminating anecdotes as why he decided not to rerun the much-loved "I'd like to teach the world to sing" Coke commercial and why "feel-good" marketing is pointless unless it results in sales. He also explores: 
<ul>
<li>Why marketing isn't an art but a science </li>
<li>How a well-honed strategy is more important to your success than what your ads say </li>
<li>How everything communicates--and what that means to consumers </li>
<li>The rise of consumer democracy--and the threat of consumer communism </li>
<li>How marketing locally is necessary to build global equity </li>
<li>Why marketing is too important to be left to the marketing department </li>
<li>How ad agencies are fixated on the wrong things And why: 
</li>
<li>It's crucial to increase your marketing budget--not to cut it--when sales are down </li>
<li>Megabrands are a terrible idea, but huge brands are a great idea </li>
<li>It's suicide to base your sales projections on previous performance </li>
<li>You must be focused on profit, not volume for volume's sake </li>
<li>It's sometimes necessary to enter a category just to kill it </li>
<li>All marketers must be accountable to shareholders</li>
</ul>
Visionary and rogue, The End of Marketing As We Know It captures a seismic shift in marketing, from the master of the trade.

A marketing expert and author of the best-selling The End of Marketing as We Know It demonstrates the power of renovation over innovation within a business environment, explaining how to revitalize marketing strategies, improve growth, and retool one's business in order to improve the chance for success. 30,000 first printing.

Renovate Before You Innovate: Why Doing the New Thing Might Not Be the Right Thing

Portfolio Hardcover

Neue Technologie benötigt kein neues Marketing. Auch online bedarf es stringenter Methode und Disziplin, um das Branding zu vertiefen. Am Ende des Massen-Marketing geben der bekannte Marketing-Guru und sein Co-Autor wertvolle Anregungen für die individuelle Kundenbindung. Ein Leitfaden für alle, die ihren Geschäftserfolg online nachhaltig verbessern wollen.

E-Branding: Erfolgreiche Markenstrategien im Netz (German Edition)

Gabler Verlag

Neue Technologie benötigt kein neues Marketing. Auch online bedarf es stringenter Methode und Disziplin, um das Branding zu vertiefen. Am Ende des Massen-Marketing geben der bekannte Marketing-Guru und sein Co-Autor wertvolle Anregungen für die individuelle Kundenbindung. Ein Leitfaden für alle, die ihren Geschäftserfolg online nachhaltig verbessern wollen.

See the best price to sell, buy, or rent books by ZYMAN, SERGIO. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by ZYMAN, SERGIO

See the best price to sell, buy, or rent books by ZYMAN, SERGIO. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

The End of Marketing As We Know It

Building Brandwidth: Closing the Sale Online

The End of Advertising as We Know It

End of Advertising as We Know It

End of Marketing as We Know It

The End of Marketing as We Know It

The End of Marketing as We Know It

Renovate Before You Innovate: Why Doing the New Thing Might Not Be the Right Thing

E-Branding: Erfolgreiche Markenstrategien im Netz (German Edition)

E-Branding: Erfolgreiche Markenstrategien im Netz (German Edition)