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019 a| 893735868a| 898035540a| 1054460578a| 1086561308a| 1125933460;

020 a| 9781137388070q| (e-book);

020 a| 1137388072q| (e-book);

020 a| 9781137388087q| (e-book);

020 a| 1137388080q| (e-book);

020 a| 1137389168q| (hardback);

020 a| 9781137389169q| (hardback);

020 z| 9781137389169;

024 7 a| 10.1057/97811373880702| doi;

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072 7 a| BUS0430002| bisacsh;

082 04 a| 665.5068/82| 23;

049 a| EREE;

100 1 a| Robinson, Mark L.,e| author.=| ^A1254837;

245 10 a| Marketing big oil :b| brand lessons from the world's largest companies /c| Mark L. Robinson.;

250 a| First edition.;

264 1 a| New York, New York :b| Palgrave Macmillan,c| 2014.;

300 a| 1 online resource (164 pages) :b| illustrations, tables;

336 a| textb| txt2| rdacontent;

337 a| computerb| c2| rdamedia;

338 a| online resourceb| cr2| rdacarrier;

347 a| text fileb| PDF2| rda;

500 a| Includes index.;

588 0 a| Print version record.;

505 0 a| Cover; Half-Title ; Title; Copyright; Dedication; Contents; List of Tables; List of Brand Lessons; Introduction; 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.;

505 8 a| 9 The Tarnished BP Brand: From Texas City to Price Fixing10 Chevron versus 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 Brand Loyalty: Improving the Retail Fueling Experience; 17 Communicating with the Masses: Big Oil and Social Media; Part V Concluding Remarks.;

520 a| <Span style=""font-style:italic;"">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.;

546 a| English.;

650 0 a| Petroleum industry and tradex| Managementv| Case studies.=| ^A1146984;

650 0 a| Petroleum industry and tradex| Public relationsv| Case studies.=| ^A1259960;

650 0 a| Petroleum productsx| Marketing.=| ^A182696;

650 0 a| Product management.=| ^A17217;

650 0 a| Marketing.=| ^A16179;

650 0 a| Public relations.=| ^A964453;

650 6 a| Produits commerciauxx| Gestion.0| (CaQQLa)201-0030206;

650 6 a| Marketing.0| (CaQQLa)201-0070166;

650 6 a| Relations publiques.0| (CaQQLa)201-0074875;

650 7 a| marketing.2| aat0| (CStmoGRI)aat300054673;

650 7 a| public relations.2| aat0| (CStmoGRI)aat300054685;

650 7 a| BUSINESS & ECONOMICS / Business Communication / General.2| bisacsh;

650 7 a| BUSINESS & ECONOMICS / Marketing / General.2| bisacsh;

650 7 a| BUSINESS & ECONOMICS / Marketing / Multilevel.2| bisacsh;

650 7 a| BUSINESS & ECONOMICS / Industries / Energy Industries.2| bisacsh;

650 7 a| Petroleum industry and tradex| Management2| fast0| (OCoLC)fst01059615;

650 7 a| Petroleum industry and tradex| Public relations2| fast0| (OCoLC)fst01059638;

650 7 a| Petroleum productsx| Marketing2| fast0| (OCoLC)fst01059745;

650 7 a| Product management2| fast0| (OCoLC)fst01078225;

655 7 a| Case studies2| fast0| (OCoLC)fst01423765;

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856 40 3| SpringerLinku| https://link.springer.com/book/10.1007/978-1-349-48226-9;

856 40 3| SpringerLinku| https://link.springer.com/book/10.1007/978-1-137-38916-9;

856 40 3| SpringerLinku| https://link.springer.com/book/10.1007/978-1-137-38807-0;

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856 40 3| SpringerLinku| https://doi.org/10.1057/9781137388070;

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856 40 u| https://archive.org/details/marketingbigoilb0000robiz| Free eBook from the Internet Archive;

856 40 u| https://openlibrary.org/books/OL29774388Mz| Additional information and access via Open Library;

938 a| Internet Archiveb| INARn| marketingbigoilb0000robi;

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

Author/creator	Robinson, Mark L. author.
Format	Electronic
Edition	First edition.
Publication	New York, New York : Palgrave Macmillan, 2014.
Copyright Date	©2014
Description	1 online resource (164 pages) : illustrations, tables
Supplemental Content	ebrary
Supplemental Content	Palgrave Connect
Supplemental Content	ProQuest Ebook Central
Supplemental Content	ProQuest Ebook Central
Supplemental Content	SpringerLink
Supplemental Content	SpringerLink
Supplemental Content	SpringerLink
Supplemental Content	SpringerLink
Supplemental Content	SpringerLink
Supplemental Content	VLeBooks
Supplemental Content	Free eBook from the Internet Archive
Supplemental Content	Additional information and access via Open Library
Subjects	Petroleum industry and trade--Management. --Case studies. Petroleum industry and trade--Public relations. --Case studies. Petroleum products--Marketing. Product management. Marketing. Public relations. Pétrole--Industrie et commerce. --Gestion. --Études de cas. Produits commerciaux--Gestion. Marketing. Relations publiques.

Contents	Cover; Half-Title ; Title; Copyright; Dedication; Contents; List of Tables; List of Brand Lessons; Introduction; 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.
Contents	9 The Tarnished BP Brand: From Texas City to Price Fixing10 Chevron versus 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 Brand Loyalty: Improving the Retail Fueling Experience; 17 Communicating with the Masses: Big Oil and Social Media; Part V Concluding Remarks.
Abstract	<Span style=""font-style:italic;"">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.
General note	Includes index.
Language	English.
Source of description	Print version record.
Issued in other form	Print version: Robinson, Mark L. Marketing big oil : brand lessons from the world's largest companies. First edition. New York, New York : Palgrave Macmillan, ©2014 ix, 153 pages 9781137389169
Genre/form	Case studies
ISBN	9781137388070 (e-book)
ISBN	1137388072 (e-book)
ISBN	9781137388087 (e-book)
ISBN	1137388080 (e-book)
ISBN	1137389168 (hardback)
ISBN	9781137389169 (hardback)
Standard identifier#	10.1057/9781137388070

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

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