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by Greg Creed (Author), Ken Muench (Author)
Cree campañas de marketing innovadoras aprovechando el poder de R.E.D. Marketing: una metodología transparente y flexible directamente de la potencia de marketing Yum! Brands.
Ignore los libros de marketing, los cursos e incluso las charlas TED que ofrecen explicaciones hipotéticas que suenan sensatas y adopte el enfoque sistemático y probado de R.E.D. Marketing, que el reciente CEO y actual director de marketing de Yum! Brands llevó a cabo para dirigir Taco Bell y KFC a un crecimiento de dos dígitos. Este libro, repleto de marcos sencillos e historias interesantes, ayudará a todos los miembros de su empresa a comprender qué funciona realmente para impulsar el crecimiento sostenible de la marca y el éxito empresarial.
En 2011, Greg Creed acababa de ser elevado de presidente a director ejecutivo de Taco Bell, una marca en crisis en ese momento. Estaba sobre sus hombros cambiar las cosas rápidamente junto con el coautor y director de marketing, Ken Muench. Juntos, desarrollaron el método R.E.D. (Relevancia, Facilidad, Distinción).
Su metodología simple no requiere términos complicados y un doctorado para comprenderla, en realidad es bastante simple: el marketing funciona de tres formas muy diferentes:
Relevancia: es relevante para el mercado?
Facilidad: es fácil de acceder y utilizar?
Distinción: Se destaca de la competencia?
Combinando ejemplos reales de Yum! y otras marcas conocidas de todos los tamaños en todo el mundo con los últimos descubrimientos en marketing, neurociencia y economía del comportamiento, y la propia experiencia del autor comercializando tres marcas diferentes en 120 países, su marca puede establecer y lograr una verdadera campaña de marketing revolucionario usando R.E.D. Marketing.
R.E.D. Marketing
Create innovative marketing campaigns by leveraging the power of R.E.D. Marketing: a transparent and flexible methodology directly from the marketing powerhouse Yum! Brands marketing powerhouse.
Ignore the marketing books, courses and even TED talks that offer hypothetical explanations that sound sensible and adopt the systematic and proven R.E.D. Marketing approach, which the recent CEO and current chief marketing officer of Yum! Brands took to lead Taco Bell and KFC to double-digit growth. Packed with simple frameworks and interesting stories, this book will help everyone in your company understand what really works to drive sustainable brand growth and business success.
In 2011, Greg Creed had just been elevated from president to CEO of Taco Bell, a brand in crisis at the time. It was on his shoulders to turn things around quickly along with co-author and chief marketing officer, Ken Muench. Together, they developed the R.E.D. method (Relevance, Ease, Distinction).
Their simple methodology doesn't require complicated terms and a Ph.D. to understand, it's actually quite simple: marketing works in three very different ways:
Relevance: is it relevant to the market
Ease: is it easy to access and use?
Distinctiveness: does it stand out from the competition?
Combining real examples from Yum! and other well-known brands of all sizes around the world with the latest findings in marketing, neuroscience and behavioral economics, and the author's own experience marketing three different brands in 120 countries, your brand can establish and achieve a truly revolutionary marketing campaign using R.E.D. Marketing.
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