by Sergio Zyman · Harper Business · tapa dura · ISBN 9780887309861
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«The End of Marketing as We Know It» is Sergio Zyman's essay on marketing, published by Harper Business in hardcover (272 pages, in English).
Sergio Zyman, twice Coca-Cola's marketing director and nicknamed Aya-Cola, argues that marketing must be measured by sales and that creativity without strategy is not enough. He tells why he scrapped bringing back the ad «I'd like to teach the world to sing», champions marketing as a science, and analyzes consumer democracy.
First edition, published on May 19, 1999. Zyman led Coca-Cola campaigns such as «Coke Is It!» and «Always Coca-Cola».
Aimed at marketing professionals, business students, and readers interested in brand management.
