Publisher's Synopsis
There is only one rule: advertising must sell
"This is Zyman the zealot, wielding howitzers, high explosives andearth–moving equipment. He demolishes myths, fancy theories, andreputations. He returns to the foundations of advertising, which hedrills into rock. He builds–or rebuilds–the house of marketing fromthe ground up. It may not be pretty, but it sure feelsstorm–proof." ––Sir Martin Sorrell, Group Chief Executive,WPP
"Reading Sergio Zyman′s new book, I understand why Time magazinenamed Sergio as one of the three best pitchmen of the 20thcentury–along with David Ogilvy and Lester Wunderman. I hope CEOsread this book. They will stop wasting their precious dollars on30–second commercials and start doing some real marketing."––Philip Kotler, S.C. Johnson Distinguished Professor ofInternational Marketing, Kellogg Graduate School of Management,author, Kotler on Marketing and the forthcoming Marketing InsightsA to Z
"Sergio is one of the few who recognize that the real problem withadvertising is that the process itself is broken. And he is theonly man in the history of the industry courageous (or insane)enough to attempt to change it. You may not agree with everythingin this book, but you′ll still find yourself nodding, laughing,taking notes–and reading on compulsively." ––Sam Hill, cofounder,Helios Consulting Group, author, Sixty Trends in SixtyMinutes
"If you′re in marketing–and these days, who isn′t–this book is amust–read. Sergio Zyman is tough–minded and irreverent. Hisinsights into the evolution of advertising are vital for anyonebuilding a business." ––John J. Dooner Jr., Chairman and CEO,Interpublic Group
"Sergio Zyman has put his finger on a significant shift in consumerspending: buying patterns within categories are no longer azero–sum game, and product categories are no longer neatlyorganized. The implications for positioning, advertising, andmarketing are profound–which is why this book is so valuable."––Geoffrey Moore, Chairman, The Chasm Group, and venture partner,Mohr Davidow Ventures
