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Sergio Zyman 作者

Wiley

译者

2002-09-06 出版日期

240 页数

USD 30.00 价格

Hardcover

丛书系列

9780471225812 图书编码

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The End of Advertising as We Know It 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2025

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广告业的荣光一去不返，入对行太关键了

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广告业的荣光一去不返，入对行太关键了

评分☆☆☆☆☆

广告业的荣光一去不返，入对行太关键了

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广告业的荣光一去不返，入对行太关键了

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The End of Advertising as We Know It 在线电子书著者简介

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The End of Advertising as We Know It 在线电子书图书描述

The controversial marketing guru discusses the revolution in advertising strategy

"What can I say about Sergio Zyman? He's a genius; that's all."-Warren Bennis, University Professor and DistinguishedProfessor of BusinessAdministration, USC Marshall School of Business

In this follow-up to his bestselling book The End of Marketing As We Know It, Sergio Zyman, Coca-Cola's renowned former chief marketing officer, argues that the business of advertising as we know it is dead. He uses real-world examples to illustrate how modern advertising overemphasizes art and entertainment and neglects the most important rule of advertising-sell the product. With a keen eye and a no-holds-barred approach, Zyman discusses how advertising died, what killed it, and how to revive it. He addresses the most critical issues affecting any organization's sales and marketing departments, using his time-tested, unorthodox, and sometimes even counterintuitive principles in order to translate key strategies into positive business results. For marketing managers, advertisers, and CEOs, this book offers groundbreaking advice from one of the legends of modern marketing, as well as the knowledge, insights, tools, and direction to transform advertising strategies from hoping to planning, from art to science, from guessing to knowing, and from random success to planned success.

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