In The End of Marketing as We Know It, Ziman reveals the rational (as opposed to intuitive), often provocative strategic and tactical marketing techniques that earned him the nickname Aya-Cola and helped increase the market value of Coca in just five years. -Cola" from 56 to 193 billion dollars. Demystifying marketing as a discipline and critiquing the culture of advertising and crowd-pleasing imagery, Ziman explains why heart-touching marketing is meaningless unless it results in increased sales. He also provides answers to the questions:

- why marketing is a science, not an art;

- why a sharply honed strategy is more important for success than the content of advertising videos;

- why local marketing is needed to achieve global success;

- how the idea is delivered to consumers - and what it means to them;

- why marketing is too important to be left to to the marketing service alone;

– how advertising agencies took the wrong path. Prescient and unconventional, written by a Master of Commerce, The End of Marketing as We Know It reflects the seismic shifts taking place in the field.