Coca-Cola Marketing Revolution

Author: Sergio Zyman
Publisher:
Publish Date: 2003-06-01
Features: What are the familiar marketing concepts? Product image, making consumers like your product, creating ads that appeal to the masses. The problem is, they no longer work. This is the view of the world-famous marketing master, Sergio Zyman, former Chief Marketing Officer of the American Coca-Cola Company. In this book, Zyman completely refutes the so-called mysteries of traditional marketing principles, as well as the advertising and promotional methods designed to please the masses, and presents us with his unique counterintuitive marketing strategies—this is the strategy that helped him increase Coca-Cola's market value from $56 billion to $193 billion in just five years. Zyman puts forward many thought-provoking insights. For example: Marketing is a science, not an art; Marketing is not just the responsibility of the marketing department; When sales decline, increasing rather than reducing the marketing budget is crucial; Making sales forecasts based on past performance is a suicide act; Focus on profits, not sales; and so on. Based on the personal experience and experiments of a marketing master, this is a book that is unconventional yet full of wisdom and insight, truly a seismic revolution in the field of marketing.