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Marketing today doesn’t work. Or so says the “Aya Cola,” Sergio Zyman, former marketing czar of Coca-Cola and quite possibly the most famous marketing gadfly in the world. Brilliant, irascible, unconventional, Zyman is best known for reinventing the Coca-Cola Company’s marketing approach by spearheading the global launches of Diet Coke, New Coke, Classic Coke, Fruitopia, and Sprite. Now, in this brisk and revolutionary book, Zyman shows why old approaches to marketing have lost their fizz–and how to get a jump on the strateies that will work in the twenty-first century.
Zyman explores such topics as:
Why feel-good marketing is pointless unless it results in salesWhy marketing is a science not an artHow a well-honed strategy is more important to success than what ads sayAnd much more
Publisher : Harper Business
Publication date : November 7, 2000
Edition : Reprint
Language : English
Print length : 272 pages
ISBN-10 : 0887309836
ISBN-13 : 978-0887309830
Item Weight : 7.2 ounces
Dimensions : 5.31 x 0.61 x 8 inches
Best Sellers Rank: #1,678,736 in Books (See Top 100 in Books) #114 in Telemarketing (Books) #138 in Industrial Marketing (Books) #266 in Global Marketing (Books)
Customer Reviews: 4.2 4.2 out of 5 stars 97 ratings var dpAcrHasRegisteredArcLinkClickAction; P.when(‘A’, ‘ready’).execute(function(A) { if (dpAcrHasRegisteredArcLinkClickAction !== true) { dpAcrHasRegisteredArcLinkClickAction = true; A.declarative( ‘acrLink-click-metrics’, ‘click’, { “allowLinkDefault”: true }, function (event) { if (window.ue) { ue.count(“acrLinkClickCount”, (ue.count(“acrLinkClickCount”) || 0) + 1); } } ); } }); P.when(‘A’, ‘cf’).execute(function(A) { A.declarative(‘acrStarsLink-click-metrics’, ‘click’, { “allowLinkDefault” : true }, function(event){ if(window.ue) { ue.count(“acrStarsLinkWithPopoverClickCount”, (ue.count(“acrStarsLinkWithPopoverClickCount”) || 0) + 1); } }); });
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