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What Makes You Tick? by Douglas E. Schoen, Michael J. Berland

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CHAPTER 38

Sergio Zyman

FOUNDER, ZYMAN GROUP, AND FORMER CHIEF MARKETING OFFICER OF COCA-COLA

Sergio Zyman is the founder and chairman of Zyman Group and the former chief marketing officer of the Coca-Cola Company.

During his tenure with Coca-Cola in the 1980s, Zyman reconceptualized the company’s marketing strategy and boosted worldwide annual sales volume from nine to fifteen billion cases annually—the most explosive growth period in the company’s history. His success prompted Time to name him one of the three key pitchmen of the twentieth century.

Zyman’s legendary marketing career also includes tenures with PepsiCo and Procter & Gamble. Over the course of more than thirty years of hands-on marketing experience, Zyman has refined a set ...

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