The end of marketing as we know it - Sergio Zyman

Rogue marketer Sergio Zyman, former Chief Marketing Officer for Coca Cola, reveals for the first time his philosophy of `neo-marketing'.Ten years ago Sergio Zyman - aka Aya-cola - had the dubious distinction of launching New Coke - one of the best documented and most spectacular marketing failures of all time. But just 79 days later the return of Classic Coke produced the biggest one-year rise ever in the brand's sales. Zyman learnt - and taught others - important lessons about the emotional bond of consumers to the product. The late Coke CEO, Robert Goizueta, said: `If I could have a New Coke situation every day I would. Absolutely'.Zyman is flamboyant and controversial, with an appropriately fizzy personality. Today he runs his own highly successful consulting firm. Here he reveals for the first time his own marketing philosophy based on `neo-marketing' - the notion that `advertising and promotion are supposed to sell more stuff'. This educational, controversial and entertaining account by the ex-Chief Marketing Officer of one of the world's most powerful brands is a must read for anyone involved in the marketing business.