The End of Marketing as We Know it (Hardcover)

For Zyman, marketing is not an art, it's a business. "Marketing is a strategic activity and discipline focused on the endgame of getting more consumers to buy your product more often so that your company makes more money." He sees too many marketers who don't understand this point, who are too concerned about projecting image when they should really be focused on producing sales. Zyman peppers the book with stories about various campaigns at Coke as well as assessments of companies that get it, such as Starbucks and Southwest Airlines, to companies that don't, for example, Nissan and Levi's. He believes that the old-style marketing of Madison Avenue is dead, that it no longer has the "ability to move the masses", that in today's "consumer democracy" there are simply too many choices. Instead, marketers will have to focus on sales, conversion rates, targeting customers, and creating value for shareholders. The End of Marketing As We Know It is not a primer on how to do better marketing; rather, it's a reordering of priorities so that good marketing will be done in the first place. It is recommended reading. --Harry C. Edwards, Amazon.com --This text refers to an out of print or unavailable edition of this title.

Review
"What can I say about Sergio Zyman? He's a genius; that's all. And this book will tell you why." -- Warren Bennis, author of "On Becoming a Leader, University Professor and Distinguished Professor of Business Administration, USC Marshall School of Business"A wizard at marketing discloses his magic. No matter what your industry, you will benefit greatly from Sergio Zyman's out-of-the-box thinking and contemporary concepts." -- Charles R. Schwab, Chairman, The Charles Schwab Corporation"This is a book that's sometimes arrogant, occasionally profane, usually profound and always entertaining . . . just like Sergio. If you read it and learn its lessons, you'll become a high voltage, successful marketer . . . just like Sergio." -- Jay Chiat, founder, Chiat/Day Advertising"This book is not simply about marketing; it is about how to choose the right objectives and achieve them and how to successfully build a business. No matter what industry you're in, Zyman's book is a must read!" -- John F. Cooke, Executive Vice President, the Walt Disney Company Company"No one is more provocative or passionate on the subject of marketing than Sergio Zyman. I've seen him literally mesmerize audiences. Somehow he's managed to capture all this in "The End of Marketing As We Know It." It teaches as much as any textbook ever could, but does it in a remarkably entertaining way. You don't realize, until you're finished, that you are now much smarter about marketing. It's vintage Sergio." -- Shelly Lazarus, Chairman and CEO, Ogilvy & Mather Worldwide""The End of Marketing As We Know It is typical Zyman--brash, compelling, and eminently practical. I found myself using several of its conclusions and insights at staffmeetings and presentations--of course, without crediting Sergio." -- David J. Stern, Commissioner, National Basketball Association"Here's a great marketing tip . . . Buy this book, written by the ultimate master. No marketer can live without it." -- Dick Ebersol, President, NBC Sports"Always insightful, always provocative and (almost) always right, the irrepressible Sergio Zyman mined his experience at a certain coca-colossus to write a marketing book, a management how-to, and a cola-war memoir all in one." -- Bob Garfield, columnist, Advertising Age -- Bob Garfield, columnist, Advertising Age"Nothing moves forward as long as people are comfortable. Sergio Zyman has single-handedly driven whole legions of professionals to the brink, forced them to rethink strategy, tactics, relationships . . . the fundamental underpinning of 20th century marketing. God love the hellraiser." -- Dan Wieden, CEO, CCO, Wieden & Kennedy "Sergio Zyman's voice is powerful. So are his insights. He never fails to challenge, inspire, or teach. "The End of Marketing as We Know It" is like being in a conversation with Sergio--without the fear of being assaulted. It is a must read for anyone who values achieving results in a highly competitive marketplace." -- Patrick R. Fallon, Chairman, Fallon McElligott

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