Member Price: $17.99
Description
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 CEO and CMO 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 RED Marketing, which the recent CEO and current CMO of Yum! Brands applied to lead Taco Bell and KFC to double digit growth--no PhD required!
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. It's 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! and other recognizable brands of every size around the world; the latest findings in marketing, neuroscience, and behavioral economics; and the author's own experience marketing three different brands across 120 countries--your brand can set and achieve a truly breakthrough marketing campaign utilizing R.E.D Marketing.
Product Details
ISBN-13
Publisher
HarperCollins Leadership
Page Count
288 pages
Product Dimensions
9 x 6 x 0.72 in
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1400 Massachusetts
Avenue,
Cambridge, MA 02138
Tel: (617) 499-2000
Monday – Saturday
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Sunday
10am – 6pm
Harvard COOP
9 Brattle Street,
Cambridge, MA 02138
Tel (617) 499-2000
Monday – Saturday
10am – 8pm
Sunday
10am – 6pm
Harvard Business School COOP
Spangler Center,
117 Western Ave,
Boston, MA 02163
Tel (617) 499-3248
Monday – Friday
10am – 5pm
Saturday - Sunday
Closed
Harvard Law School COOP
1595 Massachusetts
Avenue,
Cambridge, MA 02138
Tel (617) 499-3255
Monday – Friday
9am – 5pm
Saturday 11am – 5pm
Sunday Closed
The COOP Concept Store
40 Western Ave, Boston, MA 02134
Monday - Saturday 10am - 6pm
Sunday 10am - 3pm
Ground floor of The Atlas Hotel, across from Harvard Business School
Harvard Medical School COOP
Countway Library,
10 Shattuck St,
Boston, MA 02115
Tel (617) 499-3300
Monday – Friday
10am – 5pm
Saturday – Sunday
Closed
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