The End of Marketing as We Know It

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 sales
• Why marketing is a science not an art
• How a well-honed strategy is more important to success than what ads say
• And much more

• Part 1: Marketing Is No Mystery
• Introduction: Smashing the Black Box
1. Why Have Marketing? To Make Money
2. Without Strategies, You Aren't Going Anywhere
3. Marketing Is Science
• Part 2: How to Sell the Most Stuff and Make the Most Money
4. Positioning Is a Two-Way Street
5. What Do Bill Clinton, Princess Di, and Ramadan Have to Do with Selling Stuff?
6. What Jerry Seinfeld Can Teach You About Marketing
7. Fish WHere the Fish Are
8. Don't Stop Thinking about Tomorrow
• Part 3: With Whose Army?
9. Don't Count Peoiple -- Count Results
10. I Like Ad Agencies -- And Some of Them Even Like Me
• Conclusion: Traditional Marketing Is Not Dying, It's Dead

Is supposed to show the "new" marketing. Forget about the marketing aspect of this book, read it for his insights on strategy.