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.
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