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The End of Marketing as We Know It Hardcover – Abridged, May 19, 1999
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Remember the New Coke? A disaster, right? Or how about the commercial where "Mean" Joe Greene meets a little kid holding a bottle of Coke? A masterpiece, right? Wrong, on both counts. 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 revitalize a brand that was losing market share to Pepsi. And as for "Mean" Joe Greene, while people loved the ad, it wasn't doing what good marketing should do: sell product, which is what Zyman's book, The End of Marketing As We Know It, is all about.
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
"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
"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
"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 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
"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
"The End of Marketing As We Know It is typical Zymanbrash, compelling, and eminently practical. I found myself using several of its conclusions and insights at staff meetings and presentationsof course, without crediting Sergio." -- David J. Stern, Commissioner, National Basketball Association
"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
"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
"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
"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 -- Warren Bennis, author of On Becoming a Leader, University Professor and Distinguished Professor of Business Administration, USC Marshall School of Business
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This book is really nothing more than common sense (NOT necessarily common practice!), however, if you have been in the advertising/marketing word very long, chances are this book will be a breath of fresh air. In order to sell more stuff to more people, marketing has to focus on positioning and delivering messages that connect with real people, not the CEO or the folks that hand out advertising awards. It's got to show people what's in it for them, why they should buy your stuff, and why they should buy your stuff again, and again.
If you work in an environment that already thinks and work like this, this book may be a waste of your time. If you work in an environment that is developing campaigns for any purpose other than selling more stuff directly or supporting the sales function and making it effortless, this a book you need to read. If you are looking to hire a marketing consultant or an agency and don't know much about marketing, you need to view marketing as an investment in future sales revenue. This book will help you understand and crystallize that for you.