真功夫--前可口可乐全球营销总监的品牌营销之道（Kung Fu - the brand marketing of the former Coca-Cola global marketing director）.docVIP

真功夫--前可口可乐全球营销总监的品牌营销之道（Kung Fu - the brand marketing of the former Coca-Cola global marketing director） I love basketball. I love new times.. Earlier this year, when Yao Mings image appeared on Unicoms CDMA advertising media, someone had raised the question: is it true that Yao Ming, who is far from the United States, really uses the CDMA in circulation? Yao Ming can use his image of indomitable spirit will Unicom CDMA brand up? Obviously, Unicom is only taking into account the reputation of Yao Ming, but it does not analyze whether Unicoms CDMA should be a spokesperson, and how to measure the actual effect of brand spokesmen to enterprises. In fact, go to China marketing to solve todays problems, including brand advertising and a series of specific combat encountered confusion, not only can not completely copy the theory of Philip Kotler, we can not rely on the local doctor marketing idea, but can not apply the he international brand success mode. What Chinese enterprises really need is real skills from actual combat and no frills. In 2002 by the U.S. Time nominations for the twentieth Century advertising and marketing the most outstanding figures of Sergio Ziman (Sergio yman), after the best-selling book ending of marketing, in 2002 launched the end of traditional advertising book. The former Coca-Cola global marketing director summed up his 25 years in the advertising and marketing experience, experience in advertising, brand strategy and marketing, a very valuable reference to domestic enterprises. Ending of traditional advertising is a practical book, he himself for many years engaged in the worlds top brand creation and management based on the experience, Zimmerman cited a number of examples, from the empirical analysis and theoretical point of view, in-depth and detailed analysis of the advertising, brand, package, celebrity brand ambassador, sponsorship activities the public, as well as customer service issues and effective strategies. Arguably, the Harvard