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Title: The End of Marketing As We Know It by Sergio Zyman ISBN: 0-88730-983-6 Publisher: HarperBusiness Pub. Date: 07 November, 2000 Format: Paperback Volumes: 1 List Price(USD): $15.95 |
Average Customer Rating: 3.74 (85 reviews)
Rating: 5
Summary: A must read for anyone serious about marketing.
Comment: For about three years in the 1980's I worked very closely with Sergio Zyman when my firm created the packaging graphics for the launch of Diet Coke, New Coke and then Classic Coke. From that day to this, I've always said he was the smartest marketing mind I'd ever encountered. His stunning book The End of Marketing as We Know It, confirms that assessment. Zyman has a radical underlying premise: marketing's goal is to sell products. It's not about image, awareness, share of mind but about getting, to paraphrase what he used to say, "the dogs to eat the dog food." And significantly, continuing to give them more reasons to eat an ever growing amount. Profits are the objective and setting a cohesive scientific strategy is the marketer's responsibility and key to success. The book is vintage Zyman - his personality comes through, a man who refreshingly isn't into hiding who he is. Some will focus on that. Get over it. This is a must read for anyone serious about marketing. If it doesn't get you thinking and, more importantly, acting, it may be time to look for another line of work.
Rating: 3
Summary: A nice introduction
Comment: I'm a beginning marketer with a lot riding on my department. This book was an excellent introduction to some very helpful themes in marketing, such as that all of it is all about sales! After reading Zyman's treatise, I feel ready to be effective and not emotional about my tactics. It was easy to read and accessible to the neophyte. I highly recommend it and keep it handy at work. It's a great resource. I was a little distracted by some of the typographical errors that made it to the printed copy. I think the quality of the printing undermined Mr. Zyman's hard work and excellent message.
Rating: 1
Summary: Where's the beef
Comment: Sergio Zyman rambles on and on. This book is not well researched. There are a few nuggets of value in the book, which are based on Sergio's experiences at Coca-Cola. However, he waxes on about things outside his domain of knowledge without facts to back up his musings.
Overall, this book should have been paired down to an article.
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Title: The End of Advertising as We Know It by Sergio Zyman, Armin Brott ISBN: 0471225819 Publisher: Wiley Pub. Date: 06 September, 2002 List Price(USD): $27.95 |
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Title: Brand Asset Management : Driving Profitable Growth Through Your Brands (Jossey-Bass Business & Management (Paperback)) by Scott M. Davis ISBN: 0787963941 Publisher: Jossey-Bass Pub. Date: 20 September, 2002 List Price(USD): $17.95 |
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Title: Emotional Branding: The New Paradigm for Connecting Brands to People by Marc Gobe, Marc Gob, Sergio Zyman ISBN: 1581150784 Publisher: Allworth Press Pub. Date: 15 January, 2001 List Price(USD): $24.95 |
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Title: Positioning: The Battle for Your Mind by Al Ries, Jack Trout ISBN: 0071373586 Publisher: McGraw-Hill Trade Pub. Date: 13 December, 2000 List Price(USD): $12.95 |
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Title: Building Brandwidth: Closing the Sale Online by Sergio Zyman, Scott Miller ISBN: 0066620600 Publisher: HarperCollins Publishers Pub. Date: 05 October, 2000 List Price(USD): $27.00 |
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