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The End of Marketing as We Know It Paperback – November 7, 2000
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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. Recommended. --Harry C. Edwards --This text refers to an out of print or unavailable edition of this title.
Top Customer Reviews
One was enthusiasm. I'd learn some things from a real pro and become better at what I do. The second was a wary feeling. Because Zyman is a pro, I was afraid the book would be full of "expert jargon" - over my head, dry, and reading like a textbook.
After reading the book, I'm wholly enthusiastic about it. The End of Marketing As We Know It is a good read - Zyman teaches with plenty of good examples, encourages one to think about one's own experiences and methods, and has an entertaining, conversational tone that keeps the book from becoming dry or "heavy." It's the first book in a very long time that I've wanted to re-read right after finishing it. As someone who writes features for a business magazine and also does PR and advertising, I found Zyman's words relevant and invaluable.
Everyone in business should read this book - and not just the folks in the marketing/advertising department, and not just the big companies. Its content is pertinent to overall business strategy, because it focuses on marketing as a business, or a science - producing measurable results in the form of increased sales rather than merely running some ads that may be appealing and even award-winning but aren't doing anything for the company's bottom line.
Readers will learn why it's important to form a marketing strategy and make regular measurements to test its success. They'll learn ways to position a product - their own and their competitor's - in the minds of consumers. And that continually presenting a brand in fresh and different ways - and in different markets - is essential to keeping sales up. And much more. Whether or not you agree with all of Zyman's methods, this book will definitely make you think and may even rescue you from stale, dead-in-the-water viewpoints about marketing.
He is a master of disguising the traditional into something which is deceptively "new." I picked up his book at a local retailer thinking it would change my entire train of thought concerning smart advertising. Heck, half the stuff didn't even make sense and the other half I already knew.
Please don't waste your time reading this overly simplistic book. Or you could, if you wanted to read about how Coke commercials can be more trendy.
Byron Menides August 14, 1999 Worcester, MA
If you are looking for a simple, easy to read book on marketing, that is sometimes entertaining, then Sergio Zyman's book, "The End of Marketing As We Know It", is a good place to start
The next time someone asks me for a "big, out of the box idea", I'm going to hand them a copy of Sergios book.
In addition to the basic "result oriented" message here, the book covered management style, hiring practices, and ways to restructure the payment system when working with an ad agency. I LOVED it! I'm gettting copies for my entire staff, and my Publisher! END
Most Recent Customer Reviews
I had the pleasure of reading this book as a requirement for a class. This book is dated, full of platitudes and devoid of substance. Read morePublished 4 months ago by Alaric Coury
impeccable quality, and sergio zyman describes marketing at it should be taught at schoolPublished 5 months ago by Kathia
It's amazing how quickly this book has dated and become largely irrelevant. Sergio achieved a brief period of infamy at Coke as the marketer behind the failure of " New Coke... Read morePublished 20 months ago by Donald Soares
This book by Sergio Zyman, former chief marketing officer of Coca-Cola is aiming to bring marketing back to its basics – the days before advertising companies, where each company... Read morePublished on December 18, 2013 by Roni
Loved the book. There are core principles that will last as long as you know your landscape. There is still a lot to know though.Published on November 14, 2013 by Jared Ballard
Brilliant. The book doesn't tell you how you do it. It doesn't give you all the tricks. But it makes you think and gets you in the right mind of frame on how to approach the... Read morePublished on March 1, 2012 by Jean-Claude
From the introduction throughout the book, Zyman reminds the reader that marketing is no longer a segment of business that only deals with advertising campaigns that provide the... Read morePublished on February 6, 2011 by oloaped5
Contrary to many reviewers on this book, I believe the title is not misleading, to begin with. Zyman redefines marketing in a sense that 'running promotions', and having 'a certain... Read morePublished on April 26, 2010 by Dr. Peter Fritz Walter