Product Details

• Amazon Sales Rank: #3103948 in Books
• Published on: 1999
• Format: Import
• Original language: English
• Binding: Hardcover
• 256 pages

Customer Reviews

Great info for all business people
When a colleague handed me a copy of The End of Marketing As We Know It by Sergio Zyman, former chief marketing officer of The Coca-Cola Company, I had two reactions.

One was enthusiasm. I'd learn some things from a real pro and become better at what I do. The second was a wary feeling. Because Zyman is a pro, I was afraid the book would be full of "expert jargon" - over my head, dry, and reading like a textbook.

After reading the book, I'm wholly enthusiastic about it. The End of Marketing As We Know It is a good read - Zyman teaches with plenty of good examples, encourages one to think about one's own experiences and methods, and has an entertaining, conversational tone that keeps the book from becoming dry or "heavy." It's the first book in a very long time that I've wanted to re-read right after finishing it. As someone who writes features for a business magazine and also does PR and advertising, I found Zyman's words relevant and invaluable.

Everyone in business should read this book - and not just the folks in the marketing/advertising department, and not just the big companies. Its content is pertinent to overall business strategy, because it focuses on marketing as a business, or a science - producing measurable results in the form of increased sales rather than merely running some ads that may be appealing and even award-winning but aren't doing anything for the company's bottom line.

Readers will learn why it's important to form a marketing strategy and make regular measurements to test its success. They'll learn ways to position a product - their own and their competitor's - in the minds of consumers. And that continually presenting a brand in fresh and different ways - and in different markets - is essential to keeping sales up. And much more. Whether or not you agree with all of Zyman's methods, this book will definitely make you think and may even rescue you from stale, dead-in-the-water viewpoints about marketing.

Nothing New
The book provides an excellent reminder as to the purpose of marketing....that is, it's all about making a profit. However, the book lacks depth and fails to deliver new insights that will help the experienced marketer become more skilled or knowledgeable.

If you are looking for a simple, easy to read book on marketing, that is sometimes entertaining, then Sergio Zyman's book, "The End of Marketing As We Know It", is a good place to start

title missleading
I was disappointed after reading Sergio Zyman's book with the provocative title "The End of Marketing as we Know it". Old marketing based on mass merchandising with little attention to customer needs was dead years ago. What the author calls new marketing principles, have been practiced as early as the 1980's. As someone who has been a CEO and director of marketing of a number of businesses, and am now an adjunct professor at Worcester Polytechnic Institute's School of Industrial Management, I found little new in the author's list of the principles of new marketing outlined in his last chapter. I am surprised that a book published in 1999 says so little about the impact and influence of the Internet in business to business and consumer marketing.

Byron Menides August 14, 1999 Worcester, MA