Marketing Big Oil : Brand Lessons from the World's Largest Companies

Robinson, Mark L.

Palgrave Pivot（2014/07発売）

• 製本 Hardcover:ハードカバー版／ページ数 153 p.
• 言語 ENG
• 商品コード 9781137389169
• DDC分類 665.50688

Full Description

Marketing Big Oil begins with an historical perspective looking at how Big Oil came to be and then analyzes the marketing and corporate branding programs of these oil titans to demonstrate what does and doesn't work, showing us how even the largest companies sometimes fail to get their message across.

Contents

PART I: FROM STANDARD OIL TO BIG OIL 1. Big Oil and the Love-Hate Relationship 2. The Oil Refining Era: 1863 - 1869 3. The Standard Oil Empire Reigns Supreme: 1870 - 1900 4. The End of One Oil Empire and the Beginning of Another:1905 - 1911 5. The Arrogant and Aloof Oil Company PART II: MANAGING THE BRAND CRISIS 6. How BP Destroyed a Corporate Brand 7. The Exxon Valdez: A Failure in Brand Crisis Leadership 8. Shell versus Greenpeace and Brent Spar 9. The Tarnished BP Brand: From Texas City to Price Fixing 10. Chevron vs. Ecuador: How a Strong Brand Defends Itself 11. A 'Shell' Game for Investors PART III: MARKETING STRATEGIES AND BRAND BUILDING 12. Marketing and Advertising Innovation at Mobil Oil 13. The Brand Disconnect Between BP and 'Beyond Petroleum' 14. Chevron and the Evolution of Human Energy 15. Brand Building at Shell Oil PART IV: BIG OIL AND THE ERA OF CONSUMER ENGAGEMENT 16. Building Loyalty: Improving the Retail Fueling Experience 17. Communicating With the Masses: Big Oil and Social Media PART V: CONCLUDING REMARKS