IDEAS home Printed from https://ideas.repec.org/h/pal/palchp/978-1-137-38807-0_13.html
   My bibliography  Save this book chapter

Marketing and Advertising Innovation at Mobil Oil

In: Marketing Big Oil: Brand Lessons from the World’s Largest Companies

Author

Listed:
  • Mark L. Robinson

    (LLC)

Abstract

In an attempt to break out of the often vicious and unprofitable price wars that oftentimes erupt from local retail gasoline competition, Mobil Oil launched several innovative marketing and advertising programs. The first involved the “advertorial” or advocacy editorial initiative that began in the early 1970s. The second was an in-depth market research project during the mid-1990s involving interviews with 2,000 customers to gain new insights into the types of services gasoline customers wanted. Both of these initiatives enabled Mobil Oil to create a new brand image and to increase profits by five percent.

Suggested Citation

  • Mark L. Robinson, 2014. "Marketing and Advertising Innovation at Mobil Oil," Palgrave Macmillan Books, in: Marketing Big Oil: Brand Lessons from the World’s Largest Companies, chapter 12, pages 88-94, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-38807-0_13
    DOI: 10.1057/9781137388070_13
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:palchp:978-1-137-38807-0_13. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.