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Bibframe Work

Title
Covert cows and chick-fil-A
Type
Text
Subject
Chick-Fil-A Corporation--History.
Branding (Marketing)--United States--History.
Fast food restaurants--United States--History.
Advertising--United States--History.
Businesspeople--United States.
Genre Form
biographies
Language
English
Geographic Coverage
United States
Classification
LCC: TX945.5.C4 R63 2019 (Source: dlc)
DDC: 647.9573 full (Assigner: dlc)
Identified By
Lccn: 2018050292
Content
text (Source: rdacontent)
Summary
"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.</strong><p class="Default"><span style="font-family: 'Times New Roman',serif;">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.</span><span style="font-family: 'Times New Roman',serif;"> </span><p class="Default"><span style="font-family: 'Times New Roman',serif;">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.</span>"-- Provided by publisher.
"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"-- Provided by publisher.
Authorized Access Point
Robinson, Steve, 1950- Covert cows and chick-fil-A