Dallas Public Library

Marketing big oil, brand lessons from the world's largest companies, Mark L. Robinson, President and CEO, Capitol Hill, Communications, LLC, USA

eng

Includes bibliographical references and index

no index present

non fiction

Marketing big oil

880861152

Mark L. Robinson, President and CEO, Capitol Hill, Communications, LLC, USA

Palgrave pivot

brand lessons from the world's largest companies

"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"--, Provided by publisher

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