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The end of advertising as we know it

Author: Sergio Zyman; Armin A Brott
Publisher: Hoboken, NJ : John Wiley & Sons, ©2002.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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  Read more...
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Genre/Form: Electronic books
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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