The End of Marketing as We Know It (Review and Analysis of Zyman's Book)
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About this ebook
This complete summary of the ideas from Sergio Zyman's book "The End of Marketing as We Know It" reveals the author's central tenet behind his work at Coca Cola: marketing is an act of magic that people have taken an oath to protect. According to Zyman, today's consumers have a bewildering array of choices so companies can no longer just sell a product, they have to give people a reason to buy. In this summary, Zyman takes you through his marketing strategies and demonstrates that it is possible to not only position your product, but to re-position that of your competitor. By following his advice, you will learn how to use your marketing strategies to become a part of your customer's world and focus on your central message.
Added-value of this summary:
• Save time
• Understand key concepts
• Expand your business knowledge
To learn more, read "The End of Marketing as We Know It" and learn the secrets behind the art of marketing from Coca Cola's marketing man.
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The End of Marketing as We Know It (Review and Analysis of Zyman's Book) - BusinessNews Publishing
Book Presentation
The End Of Marketing As We Know It by Sergio Zyman
Book Abstract
Important Note About This Ebook
Summary of The End Of Marketing As We Know It (Sergio Zyman)
1. The Death of Traditional Marketing and the Birth of New Marketing as a Business Discipline
2. The Essential Strategies of New Marketing
3. How Businesses Can Maximize Their Return on Investment in New Marketing
Book Abstract
MAIN IDEA
Marketing is not an act of magic to be practiced solely by those who have taken an oath of secrecy. It is a strategic business activity focused on just one goal -- selling more product to more people more frequently than before.
In the old days, marketers used to preach that image was everything -- before you could sell, you had to spend loads of money creating an image in the mind of the consumer. However, that style of marketing is dead -- killed by the advent of consumer democracy
which simply means consumers today have a bewildering array of choices for everything they want to buy. Therefore, they can’t be forced to buy whatever a company wants to sell them -- consumers have to be provided with reasons to buy, and those reasons to buy had better be becoming more and more compelling over time, or else a competitor is going to win them over by adding more value to his product than you add to yours.
New marketing is all about sales, conversion rates, targeting customers, and creating value for shareholders. It proposes that at the end of the day, the only criteria by which marketing should be judged is how profitable was it