Cadbury＇s Purple Reign: The Story Behind Chocolate＇s Best-Loved Brand紫色风暴：巧克力最佳品牌“吉百利”的故事
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作者： John Bradley著
出 版 社：
出版时间： 2008-6-1字数：版次：页数： 342印刷时间： 2008/06/01开本： 16开印次：纸张： 铜版纸I S B N ： 9780470725245包装： 精装内容简介
Cadbury’s Purple Reign for the first time tells the definitive story of Cadbury’s rise from a Birmingham shop to become the 21st-century’s pre-eminent chocolate brand. This no-holds-barred account details the rollercoaster ride of seismic market changes endured and ultimately triumphed over by Cadbury. The insights from Cadbury’s journey will help any consumer business that aspires to build longevity for their brands.
“John Bradley has drawn on Bournville’s unique historical archive to write a fascinating account of the building of the Cadbury brand. His perceptive analysis of the way in which the fortunes of the company were linked to the development of the brand makes a compelling case study. His research has been meticulous and Cadbury’s Purple Reign will deservedly attract a wide readership.”
作者简介：
John Bradley brings a unique insider% perspective to the Cadbury brand, having spent 24 years working for Cadbury in a career encompassing Brand Management, Market Research, Sales, and
running Cadbury World. Having moved from the UK to Canada in 1996, he left Cadbury in 2004 to pursue a neuJ career in management training and writing. John contributes a regular column for Strategy magazine, giving a wry 10ok at the Marketing and Advertising professions, and is a frequent speaker at industry conferences. He lives near Toronto with his wife, Audrey, and their daughter, Georgina. He can be reached at w us us.Yknotsolutions.com
目录
Contents
FOREWORD
ACKNOWLEDGEMENTS
IMAGE CREDITS
PART I THE RISE TO PROMINENCE
CHAPTER 1GETTING ESTABLISHED: BACK FROM THE BRINK
CHAPTER 2MARKET CHANGES: MOVING ON FROM COCOA ESSENCE
CHAPTER 3NEW CATEGORIES: EXTENDING THE CADBURY BRAND BEYOND COCOA
CHAPTER 4CREATING BUSINESS ADVANTAGE: ALIGNING INFRASTRUCTURE WITH STRATEGY
PART IIMAKING CHOCOLATE A MASS MARKET
CHAPTER 5 CREATING A MASS MARKET: THE FORD OF CHOCOLATE
CHAPTER 6 BUILDING THE CADBURY BRAND
CHAPTER 7 A CHANGING U.K. MARKET: CADBURY'S COMPETITORS EVOLVE
CHAPTER 8 OVERSEAS EXPANSION: PAINTING THE BRITISH EMPIRE PURPLE
PART IIIDIFFICULT HEADWlNDS
CHAPTER 9 IMPACT OF THE WAR
CHAPTER 10 SHIFTING SANDS: U.K. MARKET TRENDS GO AGAINST CADBURY
CHAPTER 11OVERSEAS PROGRESS
PART IVTHE PATH TO GLOBAL LEADERSHIP
CHAPTER 12NEW CATEGORIES, NEW COUNTRIES: EXPANDING THE CADBURY BRAND FOOTPRINT
CHAPTER 13THE U.K. TURNAROUND
CHAPTER 14THE OVERSEAS BUSINESSES GO FROM STRENGTH TO STRENGTH
CHAPTER 15EXTENDING THE GEOGRAPHIC AN CATEGORY FOOTPRINTS
CHAPTER 16 U.K. RESURGENCE: CONTEMPORISING THE CADBURY STRENGTHS
PART VOVERVIEW
CHAPTER 17THE CADBURY BRAND: A PERSONAL VIEW
BIBLIOGRAPHY
INDEX
