The end of marketing as we know it:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York, NY
Harper Business
1999
|
| Schlagworte: | |
| Online-Zugang: | Publisher description Inhaltsverzeichnis |
| Beschreibung: | XVII, 247 S. |
| ISBN: | 0887309860 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804138163057197056 |
|---|---|
| adam_text | CONTENTS
Acknowledgments ix
Preface xi
Introduction: Smashing the Black Box 3
Chapter 1: Why Have Marketing? To Make Money 11
Chapter 2: Without Strategies, You Aren t
Going Anywhere 29
Chapter 3: Marketing Is Science 43
PART 2: HOW TO SELL THE MOST STUFF
Chapter 4: Positioning Is a Two-Way Street 67
Chapter 5: What Do Bill Clinton, Princess Di,
and Ramadan Have to Do with Selling Stuff? 95
Chapter 6: What Jerry Seinfeld Can Teach You
About Marketing 117
Chapter 7: Fish Where the Fish Are 135
Chapter 8: Don t Stop Thinking about Tomorrow 157
Chapter 9: Don t Count People—Count Results 177
Chapter 10: I Like Ad Agencies—And Some of
Them Even Like Me 205
Conclusion: Traditional Marketing is Not
Dying It s Dead 229
Index 237
|
| adam_txt |
CONTENTS
Acknowledgments ix
Preface xi
Introduction: Smashing the Black Box 3
Chapter 1: Why Have Marketing? To Make Money 11
Chapter 2: Without Strategies, You Aren't
Going Anywhere 29
Chapter 3: Marketing Is Science 43
PART 2: HOW TO SELL THE MOST STUFF
Chapter 4: Positioning Is a Two-Way Street 67
Chapter 5: What Do Bill Clinton, Princess Di,
and Ramadan Have to Do with Selling Stuff? 95
Chapter 6: What Jerry Seinfeld Can Teach You
About Marketing 117
Chapter 7: Fish Where the Fish Are 135
Chapter 8: Don't Stop Thinking about Tomorrow 157
Chapter 9: Don't Count People—Count Results 177
Chapter 10: I Like Ad Agencies—And Some of
Them Even Like Me 205
Conclusion: Traditional Marketing is Not
Dying It's Dead 229
Index 237 |
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| isbn | 0887309860 |
| language | English |
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| title | The end of marketing as we know it |
| title_auth | The end of marketing as we know it |
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| title_full | The end of marketing as we know it Sergio Zyman |
| title_fullStr | The end of marketing as we know it Sergio Zyman |
| title_full_unstemmed | The end of marketing as we know it Sergio Zyman |
| title_short | The end of marketing as we know it |
| title_sort | the end of marketing as we know it |
| topic | Marketing Marketing (DE-588)4037589-4 gnd Coca-Cola (DE-588)4125197-0 gnd |
| topic_facet | Marketing Coca-Cola |
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