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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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定价：￥338.00

作者：JohnBradley　著著

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出版时间：2008-6-1

I S B N：9780470725245

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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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270.40元

Cadbury`s Purple Reign

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308.90元

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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

作者简介

Contents
FOREWORD
ACKNOWLEDGEMENTS
IMAGE CREDITS
PART I THE RISE TO PROMINENCE
　CHAPTER 1　GETTING ESTABLISHED: BACK FROM THE BRINK
　CHAPTER 2　MARKET CHANGES: MOVING ON FROM COCOA ESSENCE
　CHAPTER 3　NEW CATEGORIES: EXTENDING THE CADBURY BRAND BEYOND COCOA
　CHAPTER 4　CREATING BUSINESS ADVANTAGE: ALIGNING INFRASTRUCTURE WITH STRATEGY
PART II　MAKING 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 III　DIFFICULT HEADWlNDS
　CHAPTER 9　 IMPACT OF THE WAR
　CHAPTER 10 SHIFTING SANDS: U.K. MARKET TRENDS GO AGAINST CADBURY
　CHAPTER 11　OVERSEAS PROGRESS
PART IV　THE PATH TO GLOBAL LEADERSHIP
　CHAPTER 12　NEW CATEGORIES, NEW COUNTRIES: EXPANDING THE CADBURY BRAND FOOTPRINT
　CHAPTER 13　THE U.K. TURNAROUND
　CHAPTER 14　THE OVERSEAS BUSINESSES GO FROM STRENGTH TO STRENGTH
　CHAPTER 15　EXTENDING THE GEOGRAPHIC AN CATEGORY FOOTPRINTS
　CHAPTER 16 U.K. RESURGENCE: CONTEMPORISING THE CADBURY STRENGTHS
PART V　OVERVIEW
　CHAPTER 17　THE CADBURY BRAND: A PERSONAL VIEW
BIBLIOGRAPHY
INDEX