Marketing Big Oil: Brand Lessons from the World’s Largest Companies

  • Mark L. Robinson

Table of contents

  1. Front Matter
    Pages i-x
  2. Introduction: Why We Love to Hate the Oil Companies

  3. From Standard Oil to Big Oil

    1. Front Matter
      Pages 5-5
    2. Mark L. Robinson
      Pages 6-9
    3. Mark L. Robinson
      Pages 10-16
    4. Mark L. Robinson
      Pages 31-39
  4. Managing the Brand Crisis

    1. Front Matter
      Pages 40-40
    2. Mark L. Robinson
      Pages 41-47
    3. Mark L. Robinson
      Pages 55-63
    4. Mark L. Robinson
      Pages 79-86
  5. Marketing Strategies and Brand Building

    1. Front Matter
      Pages 87-87
    2. Mark L. Robinson
      Pages 107-117
    3. Mark L. Robinson
      Pages 118-128
  6. Big Oil and the Era of Consumer Engagement

    1. Front Matter
      Pages 129-129
  7. Back Matter
    Pages 146-153

About this book


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.


Brand management Big Oil Corporate reputation Corporate image Corporate identity Brand image Marketing and advertising Advertising BP brand branding energy innovation marketing petroleum social media

Authors and affiliations

  • Mark L. Robinson
    • 1
  1. 1.Capitol Hill CommunicationsLLCUSA

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods
Oil, Gas & Geosciences