Robinson, Mark L.
Marketing Big Oil: Brand Lessons from the World’s Largest Companies
1. Introduction: Why We Love to Hate the Oil Companies
Mark L. Robinson
Part I. From Standard Oil to Big Oil
2. Big Oil and the Love-Hate Relationship
Mark L. Robinson
3. The Oil Refining Era: 1863–1869
Mark L. Robinson
4. The Standard Oil Empire Reigns Supreme: 1870–1900
Mark L. Robinson
5. The End of One Oil Empire and the Beginning of Another: 1905–1911
Mark L. Robinson
6. The Arrogant and Aloof Oil Company
Mark L. Robinson
Part II. Managing the Brand Crisis
7. How BP Destroyed a Corporate Brand
Mark L. Robinson
8. The Exxon
Mark L. Robinson
9. Shell versus Greenpeace and Brent Spar
Mark L. Robinson
10. The Tarnished BP Brand: From Texas City to Price Fixing
Mark L. Robinson
11. Chevron versus Ecuador: How a Strong Brand Defends Itself
Mark L. Robinson
12. A “Shell” Game for Investors
Mark L. Robinson
Part III. Marketing Strategies and Brand Building
13. Marketing and Advertising Innovation at Mobil Oil
Mark L. Robinson
14. The Brand Disconnect between BP and “Beyond Petroleum”
Mark L. Robinson
15. Chevron and the Evolution of Human Energy
Mark L. Robinson
16. Brand Building at Shell Oil
Mark L. Robinson
Part IV. Big Oil and the Era of Consumer Engagement
17. Building Brand Loyalty: Improving the Retail Fueling Experience
Mark L. Robinson
18. Communicating with the Masses: Big Oil and Social Media
Mark L. Robinson
Avainsanat: Business and Management, Marketing, Energy Economics, Corporate Communication/Public Relations, Energy Policy, Economics and Management
- Tekijä(t)
- Robinson, Mark L.
- Julkaisija
- Springer
- Julkaisuvuosi
- 2014
- Kieli
- en
- Painos
- 1
- Sivumäärä
- 163 sivua
- Kategoria
- Talous
- Tiedostomuoto
- E-kirja
- eISBN (PDF)
- 9781137388070
- Painetun ISBN
- 978-1-349-48226-9