The end of marketing as we know it (Record no. 603976)

MARC details
000 -LEADER
fixed length control field 01481nam a2200193Ia 4500
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 180821s2000 xx 000 0 und d
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9780887309830
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.8
Cutter ZYM
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Zyman, Sergio
245 ## - TITLE STATEMENT
Title The end of marketing as we know it
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Name of publisher, distributor, etc Harper Business
Date of publication, distribution, etc 2000
Place of publication, distribution, etc New York
300 ## - PHYSICAL DESCRIPTION
Extent 246
520 ## - SUMMARY, ETC.
Summary, etc "In The End of Marketing As We Know it, Sergio Zyman reveals, with characteristic flair, the counterintuitive and often provocative marketing strategies and tactics that earned him the nickname "Aya-Cola" on Madison Avenue and helped to increase the market value of The Coca-Cola Company from a mere $56 billion to an astounding $193 billion in just five years. Shattering the mystique surrounding the discipline of marketing and upending the tradition of creating popular, crowd-pleasing ads and promotions, Zyman recounts such illuminating anecdotes as why he decided not to rerun the much-loved "I'd like to teach the world to sing" Coke commercial and why "feel-good" marketing is pointless unless it results in sales. He also explores: why marketing isn't an art but a science, how a well-honed strategy is more important to your success than what your ads say, how everything communicates - and what that means to consumers, and the rise of consumer democracy - and the threat of consumer communism."
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Marketing
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element marketing budget
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Characteristic
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Shattering
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Dewey Decimal Classification
Item type Books
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Collection code Home library Current library Shelving location Date acquired Source of acquisition Cost, normal purchase price Full call number Barcode Date last seen Koha item type
    Dewey Decimal Classification       Symbiosis Institute of Business Management - Hyderabad Symbiosis Institute of Business Management - Hyderabad General 21/08/2018 World Book Links 1060.00 658.8 ZYM SIBMH-B-10000 04/02/2019 Books