Başlık:
Marketing big oil : brand lessons from the world's largest companies
Yazar:
Robinson, Mark L. author
ISBN:
9781137389169
9781137388070
9781137388087
Yazar Ek Girişi:
Fiziksel Tanımlama:
ix, 153 pages ; 23 cm
Genel Not:
Includes index.
İçerik:
Machine generated contents note: -- PART I: FROM STANDARD OIL TO BIG OIL1. Big Oil and the Love-Hate Relationship2. The Oil Refining Era: 1863 - 18693. The Standard Oil Empire Reigns Supreme: 1870 - 19004. The End of One Oil Empire and the Beginning of Another:1905 - 19115. The Arrogant and Aloof Oil Company PART II: MANAGING THE BRAND CRISIS6. How BP Destroyed a Corporate Brand7. The Exxon Valdez: A Failure in Brand Crisis Leadership8. Shell versus Greenpeace and Brent Spar 9. The Tarnished BP Brand: From Texas City to Price Fixing10. Chevron vs. Ecuador: How a Strong Brand Defends Itself11. A 'Shell' Game for Investors PART III: MARKETING STRATEGIES AND BRAND BUILDING12. Marketing and Advertising Innovation at Mobil Oil13. The Brand Disconnect Between BP and 'Beyond Petroleum' 14. Chevron and the Evolution of Human Energy15. Brand Building at Shell OilPART IV: BIG OIL AND THE ERA OF CONSUMER ENGAGEMENT16. Building Loyalty: Improving the Retail Fueling Experience17. Communicating With the Masses: Big Oil and Social MediaPART V: CONCLUDING REMARKS.
Özet:
"For the largest oil companies - referred to as Big Oil - branding and brand management are complex, due to the historical negativity surrounding the original Big Oil company - Standard Oil. Even though today's largest oil companies, Exxon Mobil, BP, Royal Dutch Shell, and Chevron, have spent millions on improving their corporate brand image and reputation, negativity continues to surround these firms.Marketing Big Oil begins with an historical perspective looking at how Big Oil came to be through a series of monumental acquisitions, first through the breakup of Standard Oil in the late 19th century and then with the large mergers and acquisitions in the late 1990s and early 2000s. Robinson analyzes the marketing and corporate branding programs of these oil titans to demonstrate what does and doesn't work, and shows us how even the largest companies sometimes fail to get their message across. He explores the industry's use of social media, mobile e-commerce, advertising, app development, and more"
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Library | Materyal Türü | Demirbaş | Yer Numarası | Durumu / Lokasyon / İade Tarihi |
|---|---|---|---|---|
Arıyor... | Kitap | EKOBKN0005209 | 665.5068 ROB 2014 | Arıyor... |