MARC details
| 000 -LEADER |
|---|
| fixed length control field |
04052cam a2200421 i 4500 |
| 001 - CONTROL NUMBER |
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| control field |
on1081000456 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
OCoLC |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20190821131908.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
190128s2019 tnuaf b 000 0deng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
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| LC control number |
2018050292 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Description conventions |
rda |
| Transcribing agency |
DLC |
| Modifying agency |
OCLCF |
| -- |
UAP |
| -- |
JTH |
| -- |
DLC |
| -- |
OCLCO |
| -- |
ILC |
| -- |
JTD |
| -- |
IBI |
| -- |
TCH |
| -- |
NFG |
| 019 ## - |
|---|
| -- |
1101648379 |
| -- |
1103440568 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781400213160 |
| Qualifying information |
(hardback) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
1400213169 |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(OCoLC)1081000456 |
| Canceled/invalid control number |
(OCoLC)1101648379 |
| -- |
(OCoLC)1103440568 |
| 042 ## - AUTHENTICATION CODE |
|---|
| Authentication code |
pcc |
| 043 ## - GEOGRAPHIC AREA CODE |
|---|
| Geographic area code |
n-us--- |
| 092 ## - LOCALLY ASSIGNED DEWEY CALL NUMBER (OCLC) |
|---|
| Classification number |
647.9573 |
| Item number |
R664 |
| 049 ## - LOCAL HOLDINGS (OCLC) |
|---|
| Holding library |
NFGA |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Robinson, Steve, |
| Dates associated with a name |
1950- |
| Relator term |
author. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Covert cows and chick-fil-A : |
| Remainder of title |
how faith, cows, and chicken built an iconic brand / |
| Statement of responsibility, etc |
Steve Robinson. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE STATEMENTS |
|---|
| Place of production, publication, distribution, manufacture |
Nashville : |
| Name of producer, publisher, distributor, manufacturer |
Nelson Books, an imprint of Thomas Nelson ; |
| Date of production, publication, distribution, manufacture |
[2019] |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xix, 215 pages, 8 unnumbered pages of plates : |
| Other physical details |
illustrations (chiefly color) ; |
| Dimensions |
24 cm |
| 336 ## - CONTENT TYPE |
|---|
| Content Type Term |
text |
| Content Type Code |
txt |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
|---|
| Media Type Term |
unmediated |
| Media Type Code |
n |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier Type Term |
volume |
| Carrier Type Code |
nc |
| Source |
rdacarrier |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
"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. -- |
| Assigning source |
Provided by publisher. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
"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"-- |
| Assigning source |
Provided by publisher. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references (pages 213-214). |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
Robinson, a longtime chief marketing officer for Chick-fil-A, tells the inside story of how the company built one of the most successful and beloved brands in America. As the company grew 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, he was a first-hand witness to its evolution as an indelible global brand. Robinson explains the important traits that built the company's culture and sustained it through recession, as well as their dedication to Christian values and to the individual customer experience. -- adapted from jacket |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
The 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. |
| 610 20 - SUBJECT ADDED ENTRY--CORPORATE NAME |
|---|
| Corporate name or jurisdiction name as entry element |
Chick-Fil-A Corporation |
| General subdivision |
History. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Branding (Marketing) |
| Geographic subdivision |
United States |
| General subdivision |
History. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Fast food restaurants |
| Geographic subdivision |
United States |
| General subdivision |
History. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising |
| Geographic subdivision |
United States |
| General subdivision |
History. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Businesspeople |
| Geographic subdivision |
United States. |
| 994 ## - |
|---|
| -- |
C0 |
| -- |
NFG |
