“Selling more stuff, to more people, for more money” defines marketing success for Sergio Zyman, the man who put the fizz back in Coca-Cola’s fortunes. World renowned as chief marketing officer for The Coca-Cola Company, Zyman returned the corporation to market-giant status and was named one of the three great pitchmen of the 20th Century by TIME magazine. A candid, charismatic contrarian, Sergio Zyman offers audiences practical proof—and matching strategies—that marketing goals must drive corporate action.
Zyman believes that a disciplined approach to marketing yields success, and that companies who guess at their marketing strategies do so at their own peril. A master of unconventional wisdom, Zyman literally wrote the books that define today’s market strategies: The End of Marketing As We Know It and The End of Advertising As We Know It. His latest, Renovate Before You Innovate, explains the tools managers need to revitalize their marketing strategies and sustain their growth rates. This book challenges conventional business wisdom and helps companies make smarter decisions.
TOPICS
Accelerate Profitable Growth By Renovating Before You Innovate
Many companies rely too heavily on innovation to solve their problems. When a brand gets old or tired, the impulse is to scrap it and start over with something fresh. But more often than not, innovation simply doesn’t work. Sergio knows this firsthand – he was the chief marketing officer at The Coca-Cola Company during the disastrous launch of New Coke. So what’s the alternative? Sergio preaches the power of renovation – recapturing the essence of your existing brands, products, and core competencies and doing more of the things that made you great in the first place. Too many managers are so obsessed with innovation that they launch products that no one will buy. Pre-moistened toilet paper or smokeless cigarettes, anyone? Sergio delivers the solutions managers need to revitalize their strategies to improve growth, and he challenges conventional business wisdom to help companies make smarter, profitable decisions.
Embrace the New Future of Marketing to Drive Increased Profits
Marketing is serious business. It’s about increasing sales and profits, through rigorous deployment of strategies to grow your business. So it’s time to replace the “art” of marketing (you know – using instinct and gut feel to communicate to your customers) with a scientific, data-based approach to driving sales. Sergio will help audiences understand how, by transforming marketing efforts from the product of guesswork to outcome of a disciplined process, their businesses can “sell more stuff, to more people, more often, for more money, more efficiently.” Sergio offers his unique observations about who gets it, who doesn’t and what it all means for your business.
Sell More By Understanding Your Customers’ Consumers
Learn how to increase your value proposition to your customers by helping them sell more product to their customers. Sergio shows how an understanding of what your customers and the end users need and how to position your product to specifically meet both of these needs. By understanding this, you will differentiate yourself from other suppliers therefore becoming the preferred supplier (and maybe charge that elusive price premium). Everyone wins when you demonstrate to your customer how to use your product to sell more to their end customer.
SERGIO ZYMAN BOOKS
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