The End of Marketing as We Know It - Couverture rigide

Zyman, Sergio

Couverture rigide

ISBN 10 : 0887309860 ISBN 13 : 9780887309861

Editeur : Harper Business, 1999

Synopsis

Book by Sergio Zyman

A propos du livre

Présentation de l'éditeur :

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:

• Why marketing isn't an art but a science

• How a well-honed strategy is more important to your success than what your ads say

• How everything communicates--and what that means to consumers

• The rise of consumer democracy--and the threat of consumer communism

• How marketing locally is necessary to build global equity

• Why marketing is too important to be left to the marketing department

• How ad agencies are fixated on the wrong things

  And why:

• It's crucial to increase your marketing budget--not to cut it--when sales are down

• Megabrands are a terrible idea, but huge brands are a great idea

• It's suicide to base your sales projections on previous performance

• You must be focused on profit, not volume for volume's sake

• It's sometimes necessary to enter a category just to kill it

• All marketers must be accountable to shareholders

Visionary and rogue, The End of Marketing As We Know It captures a seismic shift in marketing, from the master of the trade.

Revue de presse :

L'art de poser des questions simples
Le livre de Sergio Zyman ravira les amateurs de questions simples, brutales, mais bien ajustées. Celui que ses ennemis ont surnommé l'" aya-Cola " excelle dans la rhétorique de l'idée forte, martelée sans état d'âme. Celle-ci, par exemple : le marketing est un vrai métier aux effets mesurables, dont le seul objet est de définir une proposition commerciale... qui permet de vendre plus. Tout simplement. Cet ouvrage est donc la revanche de tous ceux qui ont eu un jour ou un autre, en réunion ou en " briefing ", la désagréable impression qu'on les abusait à grand coup de jargon publicitaire ou mercanticien branché. Zyman, lui, ne cherche pas à faire " mode ".

Il assène des vérités qui redonnent toutes leurs lettres de noblesse à cette discipline centrale qu'est le marketing. Il l'ancre fermement à la stratégie en la débarrassant de ses derniers oripeaux artistiques. On peut le regretter ou s'en féliciter, mais le constat est imparable : un certain marketing esbroufeur et impressionniste est bel et bien mort. Zyman vient de l'enterrer. -- La revue Résumés

À propos de cette édition

• Éditeur: Harper Business
• Date d'édition: 1999
• ISBN 10: 0887309860
• ISBN 13: 9780887309861
• Reliure: Relié
• Numéro d'édition: 1
• Nombre de pages: 272