New advertising dawn
Everything gets better; Zyman stays good.
In his latest declaration of bankruptcy for the industry, the ex-chief marketer of Coca-Cola uses original examples and terms to plead for the familiar, namely more efficiency and less showmanship. Zyman's main warning: "Success can be deadly." The End of Advertising as We Know It by Sergio Zyman. Wiley & Sons, New Jersey 2002. 256 pages, approx. Fr. 49.-.
