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925	0		_aacquire _eecip ebook _xpolicy default
010			_a 2023701267
020			_a9781400223305 _qebook
020			_z9781400223299 _q(hardcover)
020			_z1400223296 _q(hardcover)
040			_aDLC _beng _epn _epn _cDLC
050	0	0	_aHF5415.13
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 and 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			_a1 online resource (xxi, 264 pages)
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _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.
588			_aDescription based on print version record and CIP data provided by publisher; resource not viewed.
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.
776	0	8	_iPrint version: _tR.E.D. marketing _d[Nashville, TN] : HarperCollins Leadership, an imprint of HarperCollins, [2021] _z9781400223299 _w(DLC) 2021932201
985			_abatchaccept/batch202306
985			_aLC online resource _d20230727
999			_c1685 _d1685