Marketing Big Oil: Brand Lessons from the World’s Largest Companies
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.
| Autor: | Robinson, M. |
|---|---|
| ISBN: | 9781137389169 |
| Sprache: | Englisch |
| Seitenzahl: | 153 |
| Produktart: | Gebunden |
| Verlag: | Palgrave Macmillan US |
| Veröffentlicht: | 04.07.2014 |
| Schlagworte: | Advertising BP Big Oil Brand image Brand management Corporate identity Corporate image Corporate reputation Marketing and advertising brand |
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.