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The End of Marketing as We Know It
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Negocios y EconomíaISBN | 9780887309861
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Product details
Pages: 272 pages
Author: Sergio Zyman
Publisher: Harper Business
ISBN: 9780887309861
Format: tapa dura
Language: en
Release date: 19/5/1999
ISBN: 9780887309861
Synopsis of The End of Marketing as We Know It
En este libro, Sergio Zyman, ex jefe de marketing de Coca-Cola, revela estrategias de marketing que le valieron el apodo de 'Aya-Cola'. Zyman comparte anécdotas sobre por qué decidió no volver a emitir el comercial de Coke 'I'd like to teach the world to sing' y por qué el marketing 'feel-good' es inútil a menos que se traduzca en ventas. Explora por qué el marketing es una ciencia, no un arte, y cómo una estrategia bien afinada es más importante que los anuncios. También analiza cómo todo comunica y el auge de la democracia del consumidor.
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