LEADER 02836cam a2200277 a 4500
001 1048602
008 200930s2019 tnuaf b 000 0deng
010 $a 2018050292
020 $a9781400213160$q(hbk.) :$cNT$872
020 $a1400213169$q(hbk.)
035 $aNO000195651
037 $b公共圖書館臺南分區資源中心
040 $aDLC$beng$cDLC$dTNTNM$eaacr2
042 $apcc
043 $an-us---
050 00$aTX945.5.C4$bR63 2019
082 00$a647.9573$222
090 $a臺南市立圖書館
100 1 $aRobinson, Steve,$d1950-
245 10$aCovert cows and chick-fil-A :$bhow faith, cows, and chicken built an iconic brand /$cSteve Robinson.
260 $aNashville :$bNelson Books ;$cc2019.
300 $axix, 215 p., [8 ] p. of plates :$bill. (chiefly col.) ;$c24 cm.
504 $aIncludes bibliographical references (p. 213-214).
505 0 $aThe formation of a brand -- Learning and implementing brand strategy -- "Test me" -- Purpose -- A new brand paradigm -- Brand journey -- Connecting with college football fans -- Transitions -- "My pleasure" -- Innovation -- The cows go to the College Football Championship -- Life and legacy -- Afterword : at the Rose Bowl, remembering Truett.
520 $a"The chief marketing officer for Chick-fil-A tells the inside story of how the company turned prevailing theories of fast-food marketing upside down and built one of the most successful and beloved brands in America"--$cProvided by publisher.
520 $a"The longtime chief marketing officer for Chick-fil-A tells the inside story of how the company turned prevailing theories of fast-food marketing upside down and built one of the most successful and beloved brands in America. During his thirty-four-year tenure at Chick-fil-A, Steve Robinson was integrally involved in the company's growth--from 184 stores and $100 million in annual sales in 1981 to over 2,100 stores and over $6.8 billion in annual sales in 2015--and was a first-hand witness to its evolution as an indelible global brand. In Covert Cows and Chick-fil-A, Robinson shares behind-the-scenes accounts of key moments, including the creation of the Chick-fil-A corporate purpose and the formation and management of the now-iconic "Eat Mor Chikin" cow campaign. Drawing on his personal interactions with the gifted team of company leaders, restaurant operators, and the company's founder, Truett Cathy, Robinson explains the important traits that built the company's culture and sustained it through recession and many other challenges. He also reveals how every aspect of the company's approach reflects an unwavering dedication to Christian values and to the individual customer experience. Written with disarming candor and revealing storytelling, Covert Cows and Chick-fil-A is the never-before-told story of a great American success. --$cProvided by publisher.
610 20$aChick-Fil-A Corporation$xHistory.
650 0$aAdvertising$zUnited States$xHistory.
650 0$aBranding (Marketing)$zUnited States$xHistory.
650 0$aBusinesspeople$zUnited States.
650 0$aFast food restaurants$zUnited States$xHistory.
653 $a樂活環保
653 $a知識性