000			01481nam a2200193Ia 4500
008			180821s2000 xx 000 0 und d
020			_a9780887309830
082			_a658.8 _bZYM
100			_aZyman, Sergio
245			_aThe end of marketing as we know it
260			_bHarper Business _c2000 _aNew York
300			_a246
520			_a"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			_aMarketing
650			_amarketing budget
650			_aCharacteristic
650			_aShattering
942			_2ddc _cB
999			_c603976 _d603976