: The end of marketing as we know it (9780887309861) : Sergio Zyman : Books
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The End Of Marketing As We Know It

by Sergio Zyman
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Product Details

  • Publisher: Collins
  • Publishing date: 01/06/1999
  • Language: English
  • ISBN-13: 9780887309861
  • ISBN: 0887309860


Marketing 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."

Problem is, it's not working.

So 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.

In The End of Marketing As We Know It, 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

  • The rise of consumer democracy--and the threat of consumer communism

  • How marketing locally is necessary to build global equity

  • Why marketing is too important to be left to the marketing department

  • How ad agencies are fixated on the wrong things

    And why:

  • It's crucial to increase your marketing budget--not to cut it--when sales are down

  • Megabrands are a terrible idea, but huge brands are a great idea

  • It's suicide to base your sales projections on previous performance

  • You must be focused on profit, not volume for volume's sake

  • It's sometimes necessary to enter a category just to kill it

  • All marketers must be accountable to shareholders

Visionary and rogue, The End of Marketing As We Know It captures a seismic shift in marketing, from the master of the trade.

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  • Solid Foundational Book on Marketing
    From Amazon

    This is a fairly quick read. I bought it because I was interviewing with the Zyman Group, a marketing consultancy started by Sergio Zyman. I read it in a couple hours on the plane. Nothing earth shattering but a solid foundational look at the practice of marketing. While the book is primarily about consumer marketing, the lessons within are applicable to B2B marketing as well.

    I really like Sergio's core assertion that Marketing is essential to the growth of any company (of course I'm a marketer) and he hits the point early and often throughout the book, starting in the first sentence of the first chapter: "The sole purpose of marketing is to get more people to buy more of your product, more often, for more money." It's a simple but powerful definition of marketing, and I love it because it reminds people that marketing is a critical strategic function and not just a tactical group that does advertising, promotions and PR.

    In summary, there are lots of good takeaways in the book and it is a good read for new and old marketers alike.

  • Still the Number One guide to brand marketing
    From Amazon

    This book is a PRACTICAL guide to building multiple brands in the new world of marketing. It is a great reference to doing things differently and pushing the envelope.

  • Persuasive
    From Amazon

    The author presents a fresh, down-to-earth way of marketing that easily is forgotten, at least in big organizations. This is what it is all about. Perfect for stimulating more short term action oriented thinking among marketers, while still remembering the importance of brand building.

  • Where's the beef
    From Amazon

    This book by Sergio Zyman is an interesting perspective into the mind of the ex-Coca Cola executive.There are a several nuggets of value in the book, which are based on Sergio's experiences at Coca-Cola. At times he does wax on about things outside his domain of knowledge without throughly researched facts to back up his musings. However, as a perpective of his thought process, and in particular, the impact of some marketing moves at the firm, the book makes an interesting read.

  • Thumbs Down
    From Amazon

    Honestly, I was expecting a lot more out of this book. Zyman does a wonderful job at taking a lot of credit for his accomplishments in the marketing world. Nevertheless, there was not a page in the book that the word "I" wasn't mentioned. I wasn't expecting a personal story on how he conquered the markets with the coke brand. I was looking for new and original ideas that were used to improve my marketing techniques.

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