- Paperback: 272 pages
- Publisher: HarperBusiness; Reprint edition (1 Nov 2000)
- Language English
- ISBN-10: 0887309836
- ISBN-13: 978-0887309830
- Product Dimensions: 20.4 x 13.8 x 1.7 cm
- Average Customer Review: 3.2 out of 5 stars See all reviews (4 customer reviews)
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Amazon Bestsellers Rank:
610,679 in Books (See Top 100 in Books)
- #53 in Books > Business, Finance & Law > Sales & Marketing > Industrial
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More About the Author
Product Description
Amazon.co.uk Review
Remember the New Coke? A disaster, right? Wrong. Sergio Zyman, who was the chief marketing officer at Coca-Cola, will tell you that while the New Coke nose-dived, it--and the subsequent reintroduction of Coke Classic--helped to reconnect people to the soft drink and revitalise a brand that was losing market share to Pepsi.
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
"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"No matter what industry you're in, Zyman's book is a must read."--John F. Cooke, Executive Vice President, the Walt Disney Company
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
Most Helpful Customer Reviews
3 of 3 people found the following review helpful
Format:Hardcover
If you've ever wanted to sit next to Sergio on the plane and chat with him about marketing then this is the book for you. Next time you fly the Atlantic get this book and after your meal - listen to Sergio regale you with his tales of how he did it against impossible odds. You can read the 230 pages in around three hours and its much better than the in-flight movie.
If on the other hand you are a serious practitioner of marketing and want to use this book to help you perform better, don't think that for $ 26 Sergio is going to give you any answers. Did you know, for example 1. The purpose of marketing is to sell more 2. Differentiation is critical 3. You can never know too much about your consumers 4. Fish where the fish are. 5. You cant make decisions in New York if you want to sell products in a hundred countries.
If you knew this already - then you wont get much "beef" from this book.
Finally, the title is grossly misleading since the book contains no insight into the technologies that will actually shape the future of marketing. The index has no reference to interactive TV and the internet has two references !
What can I say about Warren Bennis, Professor of Business Administration at USC Marshall School of Business who writes in his review " What can I say about Sergio Zyman ? He's a genius; that's all" ? Mr. Bennis, Sergio Zyman may be an excellent marketeer - the Coke stock price is proof of this - but he aint spreading it around in his book !
1 of 1 people found the following review helpful
Format:Hardcover
As we read the book,it is a pragmatic and practical way to create a effective consumer network in the web,since E-commerce is still booming ,we need to transfer the real world economic's marketing into the E-commece sector,how to create loyal costumer,how to attract a costumer and how to promote the products are something that we can learn from this book.As a conclusion,if you want to be a winner in E-sector,try to read this book and practise what you learn in the E-sctor.Trust me,it will give you a big hand.
Format:Paperback
This book is written in a very frank and "in your face" mode, writing as he would speak to you, Zyman really makes a great point of showing how marketing is fundamental to any company that wants to be successful and sell more, simply.
To be read and read again.
To be read and read again.
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