Titlebook: Marketing Big Oil: Brand Lessons from the World’s Largest Companies; Mark L. Robinson Book 2014 Mark L. Robinson 2014 Brand management.Big

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Chevron versus Ecuador: How a Strong Brand Defends Itselfollution. The company undertook its own cleanup operations before exiting the country in 1992. As a result of Chevron’s acquisition of Texaco, the same native tribes sued the newly formed ChevronTexaco for $19 billion. Chevron has pursued a Standard Oil-style defense refusing to financially settle the lawsuit.

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Apoptosis

Mark L. Robinson 2014

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干旱

Book 2014Marketing 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.

BULLY

Mnemonics

Shell versus Greenpeace and Brent SparDuring the mid-1990s, Shell’s decision to dispose of the Brent Spar oil storage platform at sea, drew angry responses from the environmental organization Greenpeace and many European consumers. Shell attempted to counteract much of the negative media coverage while Greenpeace achieved a public relations victory against a major oil company.

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