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.
|Publisher:||Palgrave Macmillan US|
|Edition description:||1st ed. 2014|
|Product dimensions:||5.51(w) x 8.50(h) x (d)|
About the Author
Mark Robinson spent many years in the trenches of the oil industry, first with Mobil Oil, then Exxon Mobil, and finally in the Global Oil & Gas practice of Deloitte & Touche. In addition to his expertise in oil and gas, Dr. Robinson teaches MBA classes in marketing and advertising at several universities in the Washington, DC metropolitan area. He is also a noted contributor to several industry publications including Oilfield Technology. Dr. Robinson is also the Founder and CEO of Capitol Hill Communications, a communications consultancy, helping companies to navigate the complexities of Washington, DC politics.
Table of Contents
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