Author(s): Sergio Zyman
A follow-up to the book "The End of Marketing As We Know It", this work argues that the business of advertising as we know it is dead. It uses real-world examples to illustrate how modern advertising overemphasizes art and entertainment and neglects the most important rule of advertising - sell the product.
argues cogently that what sponsors are doing is not, as many still believe, distributing patronage, but buying and exploitable marketing property. (Admap, April 2004) "...a valuable challenge to assumptions..." (Research, January 2004)
SERGIO ZYMAN is the former chief marketing officer at Coca-Cola and the bestselling author of The End of Marketing As We Know It. He is the founder and Chairman of the Zyman Marketing Group, a leading firm in strategic consulting, software applications, and educational resources. ARMIN BROTT has co-written books on business with some of today's highest profile industry leaders, and is also a bestselling author in his own right. His other titles include The Expectant Father: Facts, Tips, and Advice for Dads-to-Be, The New Father: A Dad's Guide to the First Year, and The New Father: A Dad's Guide to the Toddler Years.
1. The First Casualty - How We Killed Traditional Advertising.2. Success Can Be Deadly - Don't Take Your Brand Awareness For Granted.3. Fish Where the Fish Are.4. Celebrity Endorsers, Spokespeople, and Icons: When to Use 'Em, When Not To.5. Packaging Matters - It's Your Last, Best Shot, So Make it a Good One.6. To Sponsor or Not to Sponsor; That's the Question.7. Free Media - Your Best Friend or Your Worst Enemy.8. Making Your Employees Part of Your Message and Your Product.9. The Proof is in the Pudding.10. Never Miss Another Opportunity.