The end of marketing as we know it
著者
書誌事項
The end of marketing as we know it
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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