Coca-Cola Marketing Revolution: Former Chief Marketing Officer (CMO) of Coca-Cola Company

Author: (USA) Sergio Zyman
Publisher:
Publish Date: 2003-09-01
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, former Chief Marketing Officer of the American Coca-Cola Company, Sergio Zyman. In this book, Zyman completely refutes the so-called mysteries of traditional marketing principles, as well as the methods of pleasing the masses in advertising and promotion, and presents us with his unique counterintuitive marketing strategies—this strategy 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, it is crucial to increase rather than maintain the marketing budget; Making sales forecasts based on past performance is a suicide act; Focus on profit, not sales; and so on. Practical experience and insights from 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.