The end of advertising as we know it

the long version

"In this follow-up to the bestseller The End of Marketing as We Know It, Coca-Cola's former chief marketing officer argues that current advertising practices are dead. He contends that advertisers have lost sight of their primary goal: to sell the product. Fortunes are wasted on hip, award-winning commercials that often fail to even communicate the brand. The reality of business demands that advertising answer to the bottom line."--BOOK JACKET.