Sergio Zyman (The end of Marketing as we know it) ISBN 978088730983 says marketi

Question

Sergio Zyman (The end of Marketing as we know it) ISBN 978088730983 says marketing is a science. He says marketers should control the message. Li and Bernoff (Groundswell) ISBN 9781422161982 say those days are over. Marketers should not enter the Groundswell without a strategy. Please explain these various points of view within this perspective to your new boss. Your boss learned that you have read these texts and had a class in marketing. Explain to them what the above means in terms of marketing strategy.

Explanation / Answer

The different perspective of both Sergio Zyman (The end of Marketing as we know it) and Li and Bernoff (Groundswell) are well understood by going through their books. However, in order to explain theses perspective to my new boss, I will highlight following points:

Zyman’s perspective:

Li and Bernoff’s perspective:

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