000			03826cam a2200517 i 4500
001			data
005			20260322212112.0
008			data
035			_a21893408
906			_a7 _bcbc _ccopycat _d2 _eepcn _f20 _gy-gencatlg
925	0		_aacquire _b2 shelf copies _xpolicy default
010			_a 2021932201
015			_aGBC187009 _2bnb
016	7		_a020208902 _2Uk
020			_a9781400223299 _q(hardcover)
020			_a1400223296 _q(hardcover)
020			_a9781400223305 _q(eBook)
035			_a(OCoLC)1243743738
040			_aYDX _beng _cYDX _erda _dDLC _dUKMGB _dOCLCO _dFTX _dOCLCO _dOCLCF _dUAP _dCLE _dMUU _dOCLCO _dGPRCL _dDLC
042			_alccopycat
050	0	0	_aHF5415.13 _b.C734 2021
082	0	4	_a658.8 _223
100	1		_aCreed, Greg, _eauthor.
245	1	0	_aR.E.D. marketing : _bthe three ingredients of leading brands / _cGreg Creed & Ken Muench.
246	3		_aR.E.D. marketing : _bthe 3 ingredients of leading brands
246	3		_aRelevance, ease, distinctiveness marketing
264		1	_a[Nashville, TN] : _bHarperCollins Leadership, an imprint of HarperCollins, _c[2021]
300			_axxi, 264 pages : _billustrations (some color) ; _c24 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references (pages 249-255) and index.
505	0		_aIntroduction -- 1. Why we need R.E.D -- 2. Change your thinking, change your results -- 3. R.E.D. overview -- 4. Relevance mythbusting -- 5. Cultural relevance -- 6. Functional relevance -- 7. Social relevance -- 8. Easy to access -- 9. Easy to notice -- 10. Distinctiveness mythbusting -- 11. How to be distinctive -- 12. Distinctive campaigns -- 13. Distinctivemenss exercises -- 14. Making this work.
520			_a"Create breakthrough marketing campaigns that achieve staggering consumer response rates by harnessing the power of R.E.D. Marketing: a transparent and flexible methodology from the CMO and former CEO of marketing powerhouse Yum! Brands (Taco Bell, KFC, Pizza Hut) with a genuine track record of success. Sidestep the other marketing books, courses, articles, and even TED talks that offer hypothetical explanations that sound sensible. Embrace the proven, systematic approach of R.E.D. Marketing, which the recent CEO and current CMO of Yum! Brands applied to lead Taco Bell and KFC to double digit growth! In 2011, Greg Creed had just been elevated from President to CEO of Taco Bell, a brand in deep distress at the time. It was on his shoulders to turn things around quickly along with co-author and CMO, Ken Muench. Together they developed the R.E.D (Relevance, Ease, Distinctiveness) method. Its simple methodology does not require complicated terms and a PhD to understand. It's actually quite simple--marketing works in three very different ways: Relevance--Is it relevant to the marketplace? ; Ease--Is it easy to access and use? ; Distinction--Does it stand out from competition? Combining actual examples from Yum! Brands and other recognizable brands of every size around the world; the latest findings in marketing, neuroscience, and behavioral economics; and the authors' own experience marketing three different brands across 150 countries--your brand can set and achieve a truly breakthrough marketing campaign utilizing R.E.D Marketing." -- _cDust jacket.
650		0	_aMarketing.
650		0	_aMarketing _xManagement.
650		2	_aMarketing
650		6	_aMarketing.
650		6	_aMarketing _xGestion.
650		7	_amarketing. _2aat
650		7	_aMarketing. _2fast _0(OCoLC)fst01010167
650		7	_aMarketing _xManagement. _2fast _0(OCoLC)fst01010209
700	1		_aMuench, Ken, _eauthor.
999			_c1683 _d1683