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Genre/Form: | Electronic books |
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Additional Physical Format: | Print version: Zyman, Sergio. End of advertising as we know it. Hoboken, NJ : John Wiley & Sons, ©2002 (DLC) 2002512916 (OCoLC)50685666 |
Material Type: | Document, Internet resource |
Document Type: | Internet Resource, Computer File |
All Authors / Contributors: |
Sergio Zyman; Armin A Brott |
ISBN: | 0471432717 9780471432715 |
OCLC Number: | 66900657 |
Notes: | Includes index. |
Description: | 1 online resource (239 pages) : illustrations |
Contents: | ch. 1. The first casualty : how we killed traditional advertising -- ch. 2. Success can be deadly : don't take your brand awareness for granted -- ch. 3. Fish where the fish are -- ch. 4. Celebrity endorsers, spokespeople, and icons : when to use 'em, when not to -- ch. 5. Packaging matters : it's your last, best shot, so make it a good one -- ch. 6. To sponsor or not to sponsor : that is the question -- ch. 7. Free media : your best friend or your worst enemy -- ch. 8. Making your employees part of your message and your product -- ch. 9. The proof is in the pudding -- ch. 10. Never miss another opportunity. |
Responsibility: | Sergio Zyman, with Armin Brott. |
More information: |
Abstract:
The controversial marketing guru discusses the revolution in advertising strategy"What can I say about Sergio Zyman? He's a genius; that's all."--Warren Bennis, University Professor and DistinguishedProfessor of BusinessAdministration, USC Marshall School of BusinessIn this follow-up to his bestselling book The End of Marketing As We Know It, Sergio Zyman, Coca-Cola's 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 im.
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