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 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.
- ISBN10 0002571285
- ISBN13 9780002571289
- Publish Date 21 June 1999 (first published 19 May 1999)
- Publish Status Out of Print
- Out of Print 5 March 2001
- Publish Country GB
- Publisher HarperCollins Publishers
- Imprint HarperCollins Business
- Format Hardcover
- Pages 256
- Language English