There is only one rule: advertising must sell "This is Zyman the zealot, wielding howitzers, high explosives and earth–moving equipment. He demolishes myths, fancy theories, and reputations. He returns to the foundations of advertising, which he drills into rock. He builds–or rebuilds–the house of marketing from the ground up. It may not be pretty, but it sure feels storm–proof." ––Sir Martin Sorrell, Group Chief Executive, WPP "Reading Sergio Zyman?s new book, I understand why Time magazine named Sergio as one of the three best pitchmen of the 20th century–along with David Ogilvy and Lester Wunderman. I hope CEOs read this book. They will stop wasting their precious dollars on 30–second commercials and start doing some real marketing." ––Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg Graduate School of Management, author, Kotler on Marketing and the forthcoming Marketing Insights A to Z "Sergio is one of the few who...

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