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| book details |
The End of Marketing as We Know it
By (author) Sergio Zyman
| book description |
Sergio Zyman - aka Aya-cola - had the dubious distinction of launching New Coke - one of the best documented and most spectacular marketing failures. But just 79 days later the return of Classic Coke produced the biggest one-year rise ever in the brand's sales. Zyman learnt - and taught others - lessons about the emotional bond of consumers to the product. Here, he reveals his own marketing philosophy based on neo-marketing - the notion that advertising and promotion are supposed to sell more stuff .
| product details |
Normally shipped |
Publisher | HarperCollins Publishers
Published date | 30 May 2000
Language |
Format | Paperback
Pages | 272
Dimensions | 197 x 130 x 0mm (L x W x H)
Weight | 199g
ISBN | 978-0-0065-3184-5
Readership Age |
BISAC | business & economics / sales & selling
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