基本信息·出版社：Harper Paperbacks
·页码：272 页
·出版日期：2000年11月
·ISBN：0887309836
·International Standard Book Number：0887309836
·条形码：9780887309830
·EAN：9780887309830
·装帧：平装
·正文语种：英语
·外文书名：可口可乐营销革命
内容简介
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
作者简介 Sergio Zymanwas formerly the chief marketing officer at The Coca-Cola Company. As principal of Z, a new consulting company, he has worked with such companies as Microsoft, 7-Eleven, Miller Brewing Company, and Campbells. A highly sought-after speaker, he frequently travels the world to speak to large audiences and has been featured in such publications as the Wall Street Journal, the New York Times, and Fortune. He lives in Atlanta, Georgia.
媒体推荐 "No matter what industry you're in, Zyman's book is a must read." -- --John F. Cooke, Executive Vice President, the Walt Disney Company