{"product_id":"9780887309861","title":"End of Marketing as We Know It","description":"\u003cp\u003eMarketing as we know it today is about image. It's about getting consumers to love your products. It's about producing award-winning commercials and promotions, and creating ads people like. It's about buzzwords like \"events,\" \"relationships,\" and \"intimacy.\" \u003c\/p\u003e\u003cp\u003eProblem is, it's not working. \u003c\/p\u003e\u003cp\u003eSo says the \"Aya-Cola,\" Sergio Zyman, two-time marketing czar of Coca-Cola and today quite possibly the most famous marketer—and marketing gadfly—in the world. Brilliant and irascible, Zyman is best known for reinventing The Coca-Cola Company's marketing approach by spearheading the launches of such world-class global brands as Diet Coke, New Coke, Classic Coke, Fruitopia, and Sprite. Over a combined thirteen-year period, Zyman directed a zestful multibillion-dollar marketing effort, masterminding such timeless campaigns as \"Coke Is It!\" and \"Always Coca-Cola,\" that resulted in sales of more than 15 billion cases of Coke products per year to over 5 billion consumers in 190 countries. \u003c\/p\u003e\u003cp\u003eIn \u003ci\u003eThe End of Marketing As We Know It,\u003c\/i\u003e 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: \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eWhy marketing isn't an art but a science \u003c\/li\u003e\n\u003cli\u003eHow a well-honed strategy is more important to your success than what your ads say \u003c\/li\u003e\n\u003cli\u003eHow everything communicates—and what that means to consumers \u003c\/li\u003e\n\u003cli\u003eThe rise of consumer democracy—and the threat of consumer communism \u003c\/li\u003e\n\u003cli\u003eHow marketing locally is necessary to build global equity \u003c\/li\u003e\n\u003cli\u003eWhy marketing is too important to be left to the marketing department \u003c\/li\u003e\n\u003cli\u003eHow ad agencies are fixated on the wrong things \u003cp\u003eAnd why: \u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003eIt's crucial to increase your marketing budget—not to cut it—when sales are down \u003c\/li\u003e\n\u003cli\u003eMegabrands are a terrible idea, but huge brands are a great idea \u003c\/li\u003e\n\u003cli\u003eIt's suicide to base your sales projections on previous performance \u003c\/li\u003e\n\u003cli\u003eYou must be focused on profit, not volume for volume's sake \u003c\/li\u003e\n\u003cli\u003eIt's sometimes necessary to enter a category just to kill it \u003c\/li\u003e\n\u003cli\u003eAll marketers must be accountable to shareholders\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eVisionary and rogue, \u003ci\u003eThe End of Marketing As We Know It\u003c\/i\u003e captures a seismic shift in marketing, from the master of the trade.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e","brand":"HarperCollins Publishers","offers":[{"title":"Default Title","offer_id":47012531306736,"sku":"9780887309861","price":27.5,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780887309861_p0.jpg?v=1763845777","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780887309861","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}