Book Summary the End of Marketing as We Know It
WISDOM IN A NUTSHELL
The End of Marketing As We Know It
By Sergio Zyman
Harper Collins, December 1999 ISBN 0 00 257128 5 246 pages BusinessSummaries.com is a business book summaries service. Every week, it sends out to subscribers a 9- to 12-page summary of a best-selling business book chosen from among the hundreds of books printed out in the United States. For more information, please go to http://www.bizsum.com.
The End Of Marketing As We Know It
Page 2
Author’s website: http://www.zmarketing.com/home.asp
www.bizsum.com
© 2001 - 2003 Copyright BusinessSummaries.com
The End Of Marketing As We Know It
Page 3
The Big Idea
The best-selling author of “The End of Advertising As We Know It”, Sergio Zyman, gives us his irrepressible, irreverent but charismatic style of telling us the real score in marketing: It is not only to create an image that consumers could fall in love with but one that will drive consumers to buy more products and services for as often as possible. His provocative and counterintuitive approach which he impresses upon us throughout his book is that producing award-winning commercials and promotions, and creating ads that people like are not an end by itself. What is far most important to marketing is to move customers and consumers to buy those products and services that are being promoted and advertised. Sergio Zyman is a proven successful marketing guru that earned his sobriquet “Aya-Cola” in Madison Avenue, New York by boosting Coca-Cola’s market value from $56 billion in 1993 to $193 billion in a span of five years and selling 15 billion cases to 5 billion people in 190 countries. Zyman demolishes traditional myths and beliefs in marketing. He professes the idea that marketing is a serious business discipline and a science that marketing professionals can effectively use to promote and sell products and services while measuring the effectiveness of ads and promotions in terms of sales results. He also debunks
The End of Marketing As We Know It
By Sergio Zyman
Harper Collins, December 1999 ISBN 0 00 257128 5 246 pages BusinessSummaries.com is a business book summaries service. Every week, it sends out to subscribers a 9- to 12-page summary of a best-selling business book chosen from among the hundreds of books printed out in the United States. For more information, please go to http://www.bizsum.com.
The End Of Marketing As We Know It
Page 2
Author’s website: http://www.zmarketing.com/home.asp
www.bizsum.com
© 2001 - 2003 Copyright BusinessSummaries.com
The End Of Marketing As We Know It
Page 3
The Big Idea
The best-selling author of “The End of Advertising As We Know It”, Sergio Zyman, gives us his irrepressible, irreverent but charismatic style of telling us the real score in marketing: It is not only to create an image that consumers could fall in love with but one that will drive consumers to buy more products and services for as often as possible. His provocative and counterintuitive approach which he impresses upon us throughout his book is that producing award-winning commercials and promotions, and creating ads that people like are not an end by itself. What is far most important to marketing is to move customers and consumers to buy those products and services that are being promoted and advertised. Sergio Zyman is a proven successful marketing guru that earned his sobriquet “Aya-Cola” in Madison Avenue, New York by boosting Coca-Cola’s market value from $56 billion in 1993 to $193 billion in a span of five years and selling 15 billion cases to 5 billion people in 190 countries. Zyman demolishes traditional myths and beliefs in marketing. He professes the idea that marketing is a serious business discipline and a science that marketing professionals can effectively use to promote and sell products and services while measuring the effectiveness of ads and promotions in terms of sales results. He also debunks