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The End of Marketing as We Know It, by Sergio Zyman
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Marketing today doesn't work. Or so says the "Aya Cola," Sergio Zyman, former marketing czar of Coca-Cola and quite possibly the most famous marketing gadfly in the world. Brilliant, irascible, unconventional, Zyman is best known for reinventing the Coca-Cola Company's marketing approach by spearheading the global launches of Diet Coke, New Coke, Classic Coke, Fruitopia, and Sprite. Now, in this brisk and revolutionary book, Zyman shows why old approaches to marketing have lost their fizz--and how to get a jump on the strateies that will work in the twenty-first century.
Zyman explores such topics as:
- Why feel-good marketing is pointless unless it results in sales
- Why marketing is a science not an art
- How a well-honed strategy is more important to success than what ads say
- And much more
- Sales Rank: #189235 in Books
- Color: White
- Brand: HarperBusiness
- Published on: 2000-11-07
- Released on: 2000-11-07
- Original language: English
- Number of items: 1
- Dimensions: 8.00" h x .61" w x 5.31" l, .55 pounds
- Binding: Paperback
- 272 pages
- Great product!
Amazon.com Review
Remember the New Coke? A disaster, right? Or how about the commercial where "Mean" Joe Greene meets a little kid holding a bottle of Coke? A masterpiece, right? Wrong, on both counts. Sergio Zyman, who was the chief marketing officer at Coca-Cola, will tell you that while the New Coke nose-dived, it--and the subsequent reintroduction of Coke Classic--helped to reconnect people to the soft drink and revitalize a brand that was losing market share to Pepsi. And as for "Mean" Joe Greene, while people loved the ad, it wasn't doing what good marketing should do: sell product, which is what Zyman's book, The End of Marketing As We Know It, is all about.
For Zyman, marketing is not an art, it's a business. "Marketing is a strategic activity and discipline focused on the endgame of getting more consumers to buy your product more often so that your company makes more money." He sees too many marketers who don't understand this point, who are too concerned about projecting image when they should really be focused on producing sales. Zyman peppers the book with stories about various campaigns at Coke as well as assessments of companies that get it, such as Starbucks and Southwest Airlines, to companies that don't, for example, Nissan and Levi's. He believes that the old-style marketing of Madison Avenue is dead, that it no longer has the "ability to move the masses," that in today's "consumer democracy" there are simply too many choices. Instead, marketers will have to focus on sales, conversion rates, targeting customers, and creating value for shareholders. The End of Marketing As We Know It is not a primer on how to do better marketing; rather, it's a reordering of priorities so that good marketing will be done in the first place. Recommended. --Harry C. Edwards
From Booklist
Zyman has twice served as head of marketing for Coca-Cola. His message here is as deceptively simple as a Coke jingle. Marketing, Zyman argues, is not about making commercials or creating an image; it is about selling "stuff." Zyman is credited with creating memorable marketing campaigns that helped Coca-Cola double its sales and stock price. He also played a primary role in the "New Coke" debacle, which he can now claim was actually a success because it "revitalized the brand and reattached the public to Coke." At the time, though, he left the company in--in the eyes of many--disgrace. Nonetheless, the company asked him back in 1993. He left again last year because, industry observers suggested, he coveted the position of company president and did not get it. He says he wanted to write a textbook on marketing. This is it, but this is not a textbook in any traditional sense. Neither, though, is it a showcase for Coca-Cola nor a reputation-saving attempt to get his version of events aired. David Rouse
Review
"Here's a great marketing tip...Buy this book, written by the ultimate master. No marketer can live without it."--Dick Ebersol, President, NBC Sports"No matter what industry you're in, Zyman's book is a must read."--John F. Cooke, Executive Vice President, the Walt Disney Company
Most helpful customer reviews
2 of 2 people found the following review helpful.
What Any Marketer With A LIttle Common Sense Ought to Know
By Adam F. Jewell
The point of any marketing campaign is to sell more stuff to more people. It's not about winning awards for creativity, it may or may not make people "feel good", it is not a magic box, and it is not something that can be completely outsourced. That, in a nutshell is the gist of "The End of Marketing as We Know It".
This book is really nothing more than common sense (NOT necessarily common practice!), however, if you have been in the advertising/marketing word very long, chances are this book will be a breath of fresh air. In order to sell more stuff to more people, marketing has to focus on positioning and delivering messages that connect with real people, not the CEO or the folks that hand out advertising awards. It's got to show people what's in it for them, why they should buy your stuff, and why they should buy your stuff again, and again.
If you work in an environment that already thinks and work like this, this book may be a waste of your time. If you work in an environment that is developing campaigns for any purpose other than selling more stuff directly or supporting the sales function and making it effortless, this a book you need to read. If you are looking to hire a marketing consultant or an agency and don't know much about marketing, you need to view marketing as an investment in future sales revenue. This book will help you understand and crystallize that for you.
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0 of 1 people found the following review helpful.
Nothing new under the sun (?)
By A Customer
I was tempted to give it a 3* because the tapes were spoken in a direct language, saying over and over again 'I regret nothing'. I think that was the best message. Identifying 'Marketing' with Coca Cola is certainly a funny, yet daring act. Content wise it is 0% fat milk but strangely enough somehow I found it easy to almost enjoy the tapes. Believe me, there is much worse out there than this one. Somehow I felt like I want to chat with the author a bit. He certainly knows much more than he tells on the tapes !! Now, that is marketing, isn't it ?! author
8 of 9 people found the following review helpful.
No epiphany here
By A Customer
Zyman's premise -- that marketing is about selling rather than fluff -- comes as no revelation to any marketer. We are subjected to 247 pages that, in the end, do little more than meander around this notion, which most of us internalized in Marketing 101. At least it's a fast (and light) read. The "end of this book, as he wrote it," comes blessedly fast.
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