The end of advertising as we know it
By: Sergio Zyman, with Armin Brott.
Contributors: Brott, Armin A.
Publisher: John Wiley & Sons
Published: 2002
Place of publication: Hoboken, NJ
Language: eng
Number of pages: 239
Subjects: Advertising.
Description: "In this follow-up to the bestseller The End of Marketing as We Know It, Coca-Cola's former chief marketing officer argues that current advertising practices are dead. He contends that advertisers have lost sight of their primary goal: to sell the product. Fortunes are wasted on hip, award-winning commercials that often fail to even communicate the brand. The reality of business demands that advertising answer to the bottom line."--BOOK JACKET.
Notes: Includes index.