Marketing Big Oil: Brand Lessons from the World's Largest Companies [electronic resource] /
Robinson, M.author.
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.
Cover; Half-Title ; Title; Copyright; Dedication; Contents; List of Tables; List of Brand Lessons; Introduction; 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 Fixing10 Chevron versus 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 Brand Loyalty: Improving the Retail Fueling Experience; 17 Communicating with the Masses: Big Oil and Social Media; Part V Concluding Remarks
Index
Includes index.
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.
Marketing.
Energy policy.
Energy and state.
Public relations.
Marketing.
Energy Policy, Economics and Management.
Corporate Communication/Public Relations.
Energy Policy, Economics and Management.