Sergio Zyman : The End of Marketing as We Know it
Sergio Zyman - aka Aya-cola has stepped down from being Chief Marketing Officer for Coca Cola. At the end of the 1980s he 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.
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| Author | Sergio Zyman |
| Title | The End of Marketing as We Know it |
| SKU | P-THE--93EB7A |