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The End of Marketing as We Know It
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Sales rank 294,878
Customers rating (based on 90 reviews)
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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
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| Publisher | Harper Paperbacks | | Release date | 11/2000 | | Availability | Usually ships in 24 hours | | Edition | Paperback |
| | List price | $15.95 | | Our price | $10.85 (you save 31.97%) | | Used price | from $0.01 |
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 He actually _defends_ New Coke
Like my title says, a significant portion of this book is dedicated to defending New Coke. Zyman's argument is that New Coke reminded consumers why they loved the real Coca Cola. While that's true and hindsight is never a bad thing, the book spent a lot of time defending a decision that's commonly regarded as the worst marketing decision of the 20th century.
If you can get past that, it's not a bad read. Zyman is a bold writer, and as you can imagine from his claims, audacious too. I got it as a gift from a CEO I was trying to impress. I don't know if I'd spend my own money on it. There's good stuff in it, like "hire smart people", but nothing that you can't figure out if you have half a brain.
Zyman's talk of virtual consumption is interesting, but it's a concept that I think has gained more popularity since this book was written and isn't new anymore. Another interesting aspect of the book is how Coca Cola paid its agencies--2.5 times the sum of the salary of the team working on the brand, plus x percentage of profits. But agencies aren't on a media buying percentage anymore. So what was prescient in 2000 is old hat now.
 Optional reading
Overall this book will tell you about how important it is to make sure you tie your marketing to sales and it will review the basics of building a solid brand, but there is not really anything earth shattering or ground breaking. True that any book written by a former CMO of Coca-Cola is worthwhile reading, I'm not sure this book is to be held up as much more than a solid review by an author who is obviously trying to boost his own consulting practice.
-Review by the author of the e-book, "How to Build and Manage Your Brand (in sickness and in health".)
 Solid Foundational Book on Marketing
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
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
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.
/J.A.
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