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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 ...Show synopsisSergio 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". Zyman is flamboyant and controversial. In 1998 he received a record salary of $412,000, plus a bonus of $305,000. Here, he reveals his philosophy of marketing, which, he says, is not what everyone thinks it is about.Hide synopsis
Description:New in new dust jacket. (s1-1) 1st edition Hardback Book is in...New in new dust jacket. (s1-1) 1st edition Hardback Book is in Near Mint cond, with dj in Near Mint condition, book may have remainder mark on bottom page edges. Sewn binding. Cloth over boards. With dust jacket. 272 p. Audience: General/trade.
Description:New. Trade paperback (US). Glued binding. 272 p. In Stock. 100%...New. Trade paperback (US). Glued binding. 272 p. In Stock. 100% Money Back Guarantee. Brand New, Perfect Condition, allow 4-14 business days for standard shipping. To Alaska, Hawaii, U.S. protectorate, P.O. box, and APO/FPO addresses allow 4-28 business days for Standard shipping. No expedited shipping. All orders placed with expedited shipping will be cancelled. Over 3, 000, 000 happy customers.
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