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The End of Marketing as We Know It

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Sergio Zyman

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3,8

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272 Seiten
10 Lesestunden

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Marketing today is centered on image, aiming to create consumer affection for products through award-winning ads and buzzwords like "relationships" and "intimacy." However, this approach is failing, according to Sergio Zyman, a prominent figure in marketing and former Coca-Cola executive. Known for transforming Coca-Cola's marketing strategy, Zyman launched iconic brands like Diet Coke and Sprite and directed successful campaigns such as "Coke Is It!" His efforts led to a remarkable increase in the company's market value from $56 billion to $193 billion in five years. In this insightful work, Zyman challenges traditional marketing practices, sharing unconventional strategies that prioritize sales over feel-good advertising. He emphasizes that marketing is a science rather than an art, highlighting the importance of a solid strategy over mere ad content. Zyman discusses the significance of local marketing for global success, the need for accountability in marketing, and the pitfalls of relying on past performance for future projections. He argues for increasing marketing budgets during downturns and critiques the obsession with megabrands. This book captures a transformative moment in marketing, offering a bold perspective from a master of the field.