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Marketing big oil = brand lessons from the world's largest companies /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Marketing big oil/ Mark L. Robinson.
其他題名:	brand lessons from the world's largest companies /
作者:	Robinson, Mark L.
出版者:	Basingstoke :Palgrave Pivot : : 2014.,
面頁冊數:	132 p. :8 ill. :
附註:	Electronic book text.
標題:	Advertising. -
電子資源:	Online journal 'available contents' page
ISBN:	1137388072 (electronic bk.) :

Marketing big oil = brand lessons from the world's largest companies /
Robinson, Mark L.

Marketing big oilbrand lessons from the world's largest companies /[electronic resource] :Mark L. Robinson. - 1st ed. - Basingstoke :Palgrave Pivot :2014. - 132 p. :8 ill.

Electronic book text.

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.

Document

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.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.

PDF.

Mark L. Robinson is Professor of Marketing at Virginia International University, USA; a former marketing and communications executive with both Deloitte's Global Energy and Resources group and ExxonMobil; and President and CEO of Capitol Hill Communications, LLC. He earned his PhD at the International School of Management in New York, USA.

ISBN: 1137388072 (electronic bk.) :£30.00Subjects--Topical Terms:

567923
Advertising.

LC Class. No.: HD9560.5 / .R57 2014

Dewey Class. No.: 658.827

Marketing big oil = brand lessons from the world's largest companies /
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500 $a Electronic book text.
500 $a Originally published in: 2014.
505 0 $a 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.
516 $a Document
520 $a 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. $b 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.
520 1 $a With Robinson's background in oil, and his extensive travels around the world, this book offers a balanced view of an industry which has traditionally focused on engineering obstacles and price gyrations rather than endearing themselves to the consumer. Some recent catastrophic events have shown the importance of a strong corporate brand and good PR, and Robinson's analysis connects decades of events into a common thread. I wonder why no one thought of such an interesting subject before? - Christopher G. Nicholson, Founder, Deloitte Global Energy and Resources This book is exhaustively researched and a wonderful account of the history of the so called Big Oil companies and their public image problems. Dr. Robinson carefully crafts how these companies shape what they say about themselves and create a public image in marketing campaigns. With choice languages and symbols, they frame a message to be received by consumers that may or may not reflect what these big oil companies actually do. The breadth and depth of this penetrating work shows the disconnect between what these oil companies say and their corresponding actions. As an African that has lived the contradictions of perceptions and experiences from these oil companies, I salute Dr. Robinson for his insight and courage in helping us understand how these oil companies operate in emerging markets. This is a gripping and a compelling work that takes you inside the making and operations of the big oil companies. - Stephen Onu, Chair, African Integrity Group.
538 $a PDF.
545 0 $a Mark L. Robinson is Professor of Marketing at Virginia International University, USA; a former marketing and communications executive with both Deloitte's Global Energy and Resources group and ExxonMobil; and President and CEO of Capitol Hill Communications, LLC. He earned his PhD at the International School of Management in New York, USA.
650 7 $a Advertising. $3 567923
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650 7 $a Petroleum & oil industries. $2 bicssc $3 1010017
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