Publisher's Synopsis
Rogue marketer Sergio Zyman, former Chief Marketing Officer for Coca Cola, reveals for the first time his philosophy of `neo-marketing'. Sergio Zyman - aka Aya-cola - has just stepped down from being chief marketing officer for Coca Cola. Ten years ago 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, with an appropriately fizzy personality. Last year he received a record salary of $412,000 plus a bonus of $305,000. In The End of Marketing As We Know It he will reveal for the first time his philosophy of marketing, which, he says, is not what everyone thinks it is about. He will offer up his own brand of `neo-marketing' based on the notion that `advertising and promotion are supposed to sell more stuff'. Coke is one of the world's most powerful and symbolic brands; this account of events there by its chief marketing officer promises to be educational, instructive, controversial and entertaining - a must read for anyone involved in the marketing business.
