by Sergio Zyman, Armin Brott · John Wiley & Sons Inc · tapa dura · ISBN 9780471225812
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«The End of Advertising as We Know It» is the business essay by Sergio Zyman and Armin Brott, published by Wiley in hardcover (239 pages, in English).
Sergio Zyman, former marketing director of Coca-Cola, argues that advertising has died because advertisers put spectacle before sales. With real cases, he shows how branding, packaging, sponsorships and customer service communicate the brand, and proposes a measurable method for advertising investment to generate results.
«The End of Advertising as We Know It» continues «The End of Marketing as We Know It»; it was originally published in 2002. Includes index.
For marketing professionals, advertisers and executives seeking to rethink their strategies.
