The end of marketing as we know it

書誌事項

The end of marketing as we know it

Sergio Zyman

HarperBusiness, division of HarperCollinsPublishers, 2000

1st pbk. ed

  • : pbk

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注記

"Revised with a new introduction by the author" -- Cover

Originally published: 1999

Includes index

内容説明・目次

内容説明

<p> 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.<p>Zyman explores such topics as: Why feel-good marketing is pointless unless it results in salesWhy marketing is a science not an artHow a well-honed strategy is more important to success than what ads sayAnd much more

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詳細情報

  • NII書誌ID(NCID)
    BA62260762
  • ISBN
    • 0887309836
  • 出版国コード
    us
  • タイトル言語コード
    eng
  • 本文言語コード
    eng
  • 出版地
    New York
  • ページ数/冊数
    xxi, 246 p.
  • 大きさ
    21 cm
  • 分類
  • 件名
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