End of Advertising as We Know It

About this book

The controversial marketing guru discusses the revolution in advertising strategy "What can I say about Sergio Zyman? Hes a genius; thats all."-Warren Bennis University Professor and DistinguishedProfessor of BusinessAdministration USC Marshall School of Business In this follow-up to his bestselling book The End of Marketing As We Know It Sergio Zyman Coca-Colas renowned former chief marketing officer argues that the business of advertising as we know it is dead. He uses real-world examples to illustrate how modern advertising overemphasizes art and entertainment and neglects the most important rule of advertising-sell the product. With a keen eye and a no-holds-barred approach Zyman discusses how advertising died what killed it and how to revive it. He addresses the most critical issues affecting any organizations sales and marketing departments using his time-tested unorthodox and sometimes even counterintuitive principles in order to translate key strategies into positive business results. For marketing managers advertisers and CEOs this book offers groundbreaking advice from one of the legends of modern marketing as well as the knowledge insights tools and direction to transform advertising strategies from hoping to planning from art to science from guessing to knowing and from random success to planned success.