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Book by Zyman Sergio Brott Armin
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Zyman began his career in an advertising agency, worked his way upto become the chief marketing officer of Coca–Cola and now runs hisown marketing consulting firm. Readers might expect him to be afriend of the advertising industry, having played on both sides.But he doesn′t hold his punches, particularly when it comes to theindustry′s recent emphasis on shock value, a trend that is alsomocked by another new book, The Fall of Advertising & the Riseof PR, reviewed below. The nearly simultaneous publication of bothbooks should concern ad execs who′ve based their campaigns on ironyand nonsense. Their work might win ad industry awards, but it doeslittle to sell products, both of these books argue. Zyman alsoadvises marketing managers on such esoteric decisions as whether totap a dead celebrity for a TV spot or to trust in fads like "viralmarketing." Frequent references to last year′s terrorist attacksmake the book feel up to date, but sometimes result in jarringpassages, such as, "Right after the September 11 attacks, Pepsistarted having a little trouble keeping consumers interested in themessage." No kidding. Zyman addresses chief executives andmarketing managers directly, counseling them to get tough on theirad agencies and base their evaluation of the agency′s work onwhether it sells products or services, not on whether it generatesbuzz. Seems like obvious advice, but judging by recent commercials,Zyman′s thorough, thoughtful words might be the kick–in–the–pantsthe industry needs.
Forecast: The cover photo–of Zyman staring sage–like out at thereader–might work, as he is well known in his field, although he′snot exactly a familiar face to the public at large. While the bookis aimed primarily at CEOs and marketing managers inside companies,advertising and PR execs will want to read it, too. (PublishersWeekly, July 22, 2002)
As chief marketing officer at the Coca–Cola Company, Zyman (The Endof Marketing As We Know It) speaks from practical experience, buthe also holds an MBA from Harvard. At Coca–Cola, Zyman bothincreased sales dramatically and oversaw the introduction of NewCoke–one of the most visible missteps in the annals of marketing.Advertising now is not effective, claims Zyman, because it isdominated by overly created television ads that entertain and winawards but don′t generate sales. Expanding the definition ofadvertising to include everything from packaging to employeebehavior, he argues that advertising must show a clear measurablereturn. One of his best arguments is that sponsorships should bereconsidered to make sure that every dollar spent drives increasedsales. Zyman does not introduce many new ideas, but he doesadvocate that CEOs and marketing managers take a more active roleto reinforce the brand and value proposition. While walking readersthrough a series of real–world examples of what worked and whatdidn′t, he downplays his own mistakes and shows little sympathy ofthe mistake of others. Ultimately, though, the book reaffirms theclassic notion that a company must think through its strategies upfront while also welcoming change. The writing style isrefreshingly simple and easy to understand. Appropriate for anylibrary that has a business section. ––Stephen Turner, Turner &Assoc. Inc., San Francisco (Library Journal, August 2002)
"Zyman′s thorough, thoughtful words might be the kick–in–the–pantsthe industry needs." (Publishers Weekly, July 22, 2002)
"The writing style is refreshingly simple and easy to understand.Appropriate for any library that has a business section." (LibraryJournal, August 2002)
There is only one rule: advertising must sell
"This is Zyman the zealot, wielding howitzers, high explosives andearth–moving equipment. He demolishes myths, fancy theories, andreputations. He returns to the foundations of advertising, which hedrills into rock. He builds–or rebuilds–the house of marketing fromthe ground up. It may not be pretty, but it sure feelsstorm–proof." ––Sir Martin Sorrell, Group Chief Executive,WPP
"Reading Sergio Zyman′s new book, I understand why Time magazinenamed Sergio as one of the three best pitchmen of the 20thcentury–along with David Ogilvy and Lester Wunderman. I hope CEOsread this book. They will stop wasting their precious dollars on30–second commercials and start doing some real marketing."––Philip Kotler, S.C. Johnson Distinguished Professor ofInternational Marketing, Kellogg Graduate School of Management,author, Kotler on Marketing and the forthcoming Marketing InsightsA to Z
"Sergio is one of the few who recognize that the real problem withadvertising is that the process itself is broken. And he is theonly man in the history of the industry courageous (or insane)enough to attempt to change it. You may not agree with everythingin this book, but you′ll still find yourself nodding, laughing,taking notes–and reading on compulsively." ––Sam Hill, cofounder,Helios Consulting Group, author, Sixty Trends in SixtyMinutes
"If you′re in marketing–and these days, who isn′t–this book is amust–read. Sergio Zyman is tough–minded and irreverent. Hisinsights into the evolution of advertising are vital for anyonebuilding a business." ––John J. Dooner Jr., Chairman and CEO,Interpublic Group
"Sergio Zyman has put his finger on a significant shift in consumerspending: buying patterns within categories are no longer azero–sum game, and product categories are no longer neatlyorganized. The implications for positioning, advertising, andmarketing are profound–which is why this book is so valuable."––Geoffrey Moore, Chairman, The Chasm Group, and venture partner,Mohr Davidow Ventures
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Description du livre Wiley, 2002. Etat : New. book. N° de réf. du vendeur M0471225819
Description du livre John Wiley & Sons. Etat : New. pp. 239. N° de réf. du vendeur 7355194
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