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 Valdez: A Failure in Brand Crisis Leadership
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

Nyckelord: Business and Management, Marketing, Energy Economics, Corporate Communication/Public Relations, Energy Policy, Economics and Management