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Trial By Free Market

Ex-Coca-Cola-exec Sergio Zyman on marketing success.and New Coke.

This story appears in the July 2000 issue of Entrepreneur. Subscribe »

Sergio Zyman may be the world's best-known marketer. As the at The Company for 13 years, Zyman masterminded classic campaigns for everything from Diet Coke to Sprite (and the not-so-classic New Coke campaign). Now a consultant, Zyman's insight is sought by big companies like ; smaller companies can also get a taste of his acumen at and through his two books, The End of Marketing as We Know It (HarperCollins) and the just-released Building Brandwidth: The End of E-Marketing (HarperCollins). What gets consumers excited enough to buy products? Here, Zyman shares his approach-part common-sense, part radical.

What is "the end of marketing" and what comes after it?

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