Marketing Big Oil: Brand Lessons from the World’s Largest Companies

Robinson, Mark L.

Marketing Big Oil: Brand Lessons from the World’s Largest Companies

Mark L. Robinson
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Mark L. Robinson: LLC

in Palgrave Macmillan Books from Palgrave Macmillan

Date: 2014
ISBN: 978-1-137-38807-0
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Chapters in this book:

Introduction: Why We Love to Hate the Oil Companies: Mark L. Robinson
Big Oil and the Love-Hate Relationship: Mark L. Robinson
The Oil Refining Era: 1863–1869: Mark L. Robinson
The Standard Oil Empire Reigns Supreme: 1870–1900: Mark L. Robinson
The End of One Oil Empire and the Beginning of Another: 1905–1911: Mark L. Robinson
The Arrogant and Aloof Oil Company: Mark L. Robinson
How BP Destroyed a Corporate Brand: Mark L. Robinson
The Exxon Valdez: A Failure in Brand Crisis Leadership: Mark L. Robinson
Shell versus Greenpeace and Brent Spar: Mark L. Robinson
The Tarnished BP Brand: From Texas City to Price Fixing: Mark L. Robinson
Chevron versus Ecuador: How a Strong Brand Defends Itself: Mark L. Robinson
A “Shell” Game for Investors: Mark L. Robinson
Marketing and Advertising Innovation at Mobil Oil: Mark L. Robinson
The Brand Disconnect between BP and “Beyond Petroleum”: Mark L. Robinson
Chevron and the Evolution of Human Energy: Mark L. Robinson
Brand Building at Shell Oil: Mark L. Robinson
Building Brand Loyalty: Improving the Retail Fueling Experience: Mark L. Robinson
Communicating with the Masses: Big Oil and Social Media: Mark L. Robinson

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Persistent link: https://EconPapers.repec.org/RePEc:pal:palbok:978-1-137-38807-0

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DOI: 10.1057/9781137388070

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