| Author | Sergio Zyman |
| Format | Paperback |
| ISBN | 9780887309830 |
| Publication Date | 12/12/2005 |
| Publisher | HarperBusiness |
| Manufacturer | Harpercollins |
A former Coca-Cola marketing czar argues that a well-honed strategy is more important to success than what ads say, that marketing isn't an art but a science, and that feel-good marketing is pointless unless it results in sales. Reprint.
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