Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: 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 HEADWINDS.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 AND CATEGORY FOOTPRINTS.CHAPTER 16 U.K. RESURGENCE: CONTEMPORISING THE CADBURY STRENGTHS.PART V: OVERVIEW.CHAPTER 17 THE CADBURY BRAND: A PERSONAL VIEW.BIBLIOGRAPHY.INDEX. Codice inventario libreria
Riassunto: A unique expose of the Cadbury story, providing an unprecedented insight into the makings of an iconic brand.
Cadbury's Puple Reign for the first time tells the in-depth story and definitive history of the Cadbury brand, and how it came to be the world's pre-eminent chocolate brand. It presents a no holds barred account of the rollercoaster ride the organization has experienced that has, ultimately, led to its success. It is a story of endurance, where, in the UK, Cadbury is a clear market leader.
This fascinating journey that has been the history of Cadbury makes it an ideal example with which to illuminate the story of consumerism. The company was established even before there were a mass of consumers to sell to, and was at the forefront of many of the developments which facilitated the rise of mass markets:
Illustrated with fact, anecdote and beautiful images from previously archived material, this book provides the reader with an unprecedented insight into one of the world?s most iconic brands. These insights will help any consumer business that aspire to build longevity for their brand with lessons on how to better endear itself to consumers, and how to turn that relationship into profitable sales.
The book has the full backing from Cadbury and chairman Sir John Sunderland provides the foreword.
Dal retro di copertina: 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.?
Sir Adrian Cadbury
became Chairman of Cadbury Ltd in 1965 and retired as Chairman of Cadbury Schweppes in 1989
?Few if any brands developed during the 19th-century have the relevance and appeal that Cadbury takes into the 21st. In Cadbury?s Purple Reign John Bradley gives an authoritative account of the values on which the brand was built and how these influenced its direction at critical times. Not only is this an excellent business case study but it will also have wider appeal as the definitive story of a household name.?
Sir Dominic Cadbury
Cadbury Schweppes Chairman: 1993-2000
?The challenges of building long term brand equity are compellingly illustrated in this book and the lessons are clearly laid out. Anyone who wants to think beyond the next short term fix for their brand should read this.?
The Unilever Chaired Professor of Marketing, INSEAD
?This book provides insight into the evolution of marketing as seen through the lens of one important global brand. A must read for anyone interested in where marketing has come from and where it is going.?
Professor of Marketing, Ivey Business School, Canada
Condizione libro: New
Descrizione libro John Wiley & Sons 21/04/2008, 2008. Condizione libro: Good. Will be shipped promptly from UK warehouse. Book is in good condition with no missing pages, no damage or soiling and tight spine. There may be some dog-eared pages showing previous use but overall a great book. Codice libro della libreria 9053-9780470725245
Descrizione libro John Wiley & Sons 21/04/2008, 2008. Condizione libro: used-good. - GREAT BOOK IN GOOD OR BETTER CONDITION, NORMALLY SENT SAME DAY FROM WAREHOUSE. Codice libro della libreria 7719-9780470725245
Descrizione libro John Wiley and Sons, 2008. Hardcover. Condizione libro: Used; Good. Ex-library. Codice libro della libreria 2042155
Descrizione libro John Wiley and Sons, 2008. Hardcover. Condizione libro: Used; Good. Codice libro della libreria 1423287
Descrizione libro John Wiley and Sons, 2008. Hardcover. Condizione libro: Used; Very Good. Dispatched, from the UK, within 48 hours of ordering. Though second-hand, the book is still in very good shape. Minimal signs of usage may include very minor creasing on the cover or on the spine. Codice libro della libreria CHL1649051
Descrizione libro Paperback. Condizione libro: Good. The book has been read but remains in clean condition. All pages are intact and the cover is intact. Some minor wear to the spine. Codice libro della libreria GOR002486284
Descrizione libro Hardback. Condizione libro: Very Good. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Codice libro della libreria GOR001256599
Descrizione libro John Wiley & Sons, 2008. Hardcover. Condizione libro: Good. we ship books from UK within 1 working day. Codice libro della libreria mon0000485951
Descrizione libro Wiley. Hardcover. Condizione libro: Good. Light shelf wear and minimal interior marks. Codice libro della libreria G0470725249I3N00
Descrizione libro John Wiley & Sons 21/04/2008, 2008. Condizione libro: Good. This book is in good or better condition. It has no tears to the pages and no pages will be missing from the book. The spine of the book is still in great condition and the front cover is generally unmarked. It has signs of previous use but overall is in really nice, tight condition. Shipping is normally same day from our UK warehouse. We offer a money back guarantee if you are not satisfied. Codice libro della libreria 9053-9780470725245