Book DescriptionThe controversial marketing guru discusses the revolution in advertising strategy "What can I say about Sergio Zyman? He's a genius; that's all"-Warren Bennis, University Professor aаышнаnd DistinguishedProfessor of BusinessAdministration, USC Marshall School of Business In this follow-up to his bestselling book The End of Marketing As We Know It, Sergio Zyman, Coca-Cola's renowned former chief marketing officer, argues that the business of advertisingбкмнм as we know it is dead He uses real-world examples to illustrate how modern advertising overemphasizes art and entertainment and neglects the most important rule of advertising-sell the product With a keen eye and a no-holds-barred approach, Zyman discusses how advertising died, what killed it, and how to revive it He addresses the most critical issues affecting any organization's sales and marketing departments, using his time-tested, unorthodox, and sometimes even counterintuitivбрэпвe principles in order to translate key strategies into positive business results For marketing managers, advertisers, and CEOs, this book offers groundbreaking advice from one of the legends of modern marketing, as well as the knowledge, insights, tools, and direction to transform advertising strategiesfrom hoping to planning, from art to science, from guessing to knowing, and from random success to planned success.