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

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

  • DOI
  • Copyright Information Palgrave Macmillan, a division of Nature America Inc. 2014
  • Publisher Name Palgrave Macmillan, New York
  • eBook Packages Palgrave Business & Management Collection
  • Print ISBN 978-1-349-48226-9
  • Online ISBN 978-1-137-38807-0
  • About this book
Industry Sectors
Chemical Manufacturing
Consumer Packaged Goods