The End of Marketing as We Know It | Sergio Zyman | Still the Number One guide to brand marketing

The End of Marketing as We Know It | Sergio Zyman | Solid Foundational Book on Marketing

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The End of Marketi...

	The End of Marketing as We Know It Sergio Zyman Collins, 2000 - 272 pages average customer review:based on 89 reviews view larger image
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Marketing as we know it today is about image. It's about getting consumers to love your products. It's about buzzwords like "events" and "relationships."

Problem is, it's not working.

So says Sergio Zyman, two-time marketing czar of Coca-Cola, quite possibly the most famous marketer in the world. Brilliant and irascible, Zyman is best known for reinventing The Coca-Cola Company's marketing approach by spearheading the launches of such world-class global brands as Diet Coke, Fruitopia and Sprite.

Zyman explores:

Why marketing isn't an art but a scienceHow a well-honed strategy is more important to your success than what your ads actually sayHow ad agencies are fixated on the wrong things

And why:

It's crucial to increase your marketing budget - not to cut it - when sales are downIt's suicide to base your sales projections on previous performanceIt's sometimes necessary to enter a category just to kill it

The End of Marketing As We Know It captures a seismic shift in marketing, from the rogue visionary master of the trade.

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Still the Number One guide to brand marketing

This book is a PRACTICAL guide to building multiple brands in the new world of marketing. It is a great reference to doing things differently and pushing the envelope.

Solid Foundational Book on Marketing

This is a fairly quick read. I bought it because I was interviewing with the Zyman Group, a marketing consultancy started by Sergio Zyman. I read it in a couple hours on the plane. Nothing earth shattering but a solid foundational look at the practice of marketing. While the book is primarily about consumer marketing, the lessons within are applicable to B2B marketing as well.

I really like Sergio's core assertion that Marketing is essential to the growth of any company (of course I'm a marketer) and he hits the point early and often throughout the book, starting in the first sentence of the first chapter: "The sole purpose of marketing is to get more people to buy more of your product, more often, for more money." It's a simple but powerful definition of marketing, and I love it because it reminds people that marketing is a critical strategic function and not just a tactical group that does advertising, promotions and PR.

In summary, there are lots of good takeaways in the book and it is a good read for new and old marketers alike.

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Persuasive

The author presents a fresh, down-to-earth way of marketing that easily is forgotten, at least in big organizations. This is what it is all about. Perfect for stimulating more short term action oriented thinking among marketers, while still remembering the importance of brand building.
/J.A.

reviews: page 1, 2, 3, 4, 5, 6, 7, 8, 9, 10

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