Sergio Zyman - aka "Aya-cola" has stepped down from being Chief Marketing Officer for Coca Cola. At the end of the 1980s he had the dubious distinction of launching New Coke - one of the best documented and most spectacular marketing failures of all time. But just 79 days later the return of Classic Coke produced the biggest one-year rise ever in the brand's sales. Zyman learnt - and taught others - important lessons about the emotional bond of consumers to the product. The late Coke CEO, Robert Goizueta said "If I could ...
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Sergio Zyman - aka "Aya-cola" has stepped down from being Chief Marketing Officer for Coca Cola. At the end of the 1980s he had the dubious distinction of launching New Coke - one of the best documented and most spectacular marketing failures of all time. But just 79 days later the return of Classic Coke produced the biggest one-year rise ever in the brand's sales. Zyman learnt - and taught others - important lessons about the emotional bond of consumers to the product. The late Coke CEO, Robert Goizueta said "If I could have a New Coke situation every day I would. Absolutely". Zyman is flamboyant and controversial. In 1998 he received a record salary of $412,000, plus a bonus of $305,000. Here, he reveals his philosophy of marketing, which, he says, is not what everyone thinks it is about.
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Add this copy of The End of Marketing as We Know It to cart. $0.99, good condition, Sold by ZBK Books rated 5.0 out of 5 stars, ships from Woodland Park, NJ, UNITED STATES, published 2000 by Harper Business.
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Fair. This is a used book. It may contain highlighting/underlining and/or the book may show heavier signs of wear. It may also be ex-library or without dustjacket. This is a used book. It may contain highlighting/underlining and/or the book may show heavier signs of wear. It may also be ex-library or without dustjacket.
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Good. Reasonable and presentable hard covered edition in a full dust jacket. A few notations in pen hardly noticeable. Just a bit of shelf wear to the covers. A clean read!
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