Cadbury's purple reign : the story behind chocolate's best-loved brand /

'Cadbury's Purple Reign' 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.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Bradley, John, 1957-
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Chichester, England ; Hoboken, NJ : John Wiley, 2008.
Temas:
Cadbury (Firm) > History.
Cadbury (Firm)
Confectioners > Great Britain > History.
Chocolate industry > Great Britain > History.
Brand name products > Great Britain > History.
Chocolat > Industrie > Grande-Bretagne > Histoire.
Produits de marque > Grande-Bretagne > Histoire.
BUSINESS & ECONOMICS > Industries > Service.
Brand name products
Chocolate industry
Confectioners
Great Britain
History
Acceso en línea:Texto completo
Tabla de Contenidos:
  • The Rise to Prominence. Getting Established: Back from the Brink
  • Market Changes: Moving on from Cocoa Essence
  • New Categories: Extending the Cadbury Brand Beyond Cocoa
  • Creating Business Advantage: Aligning Infrastructure with Strategy
  • Making Chocolate a Mass Market. Creating a Mass Market: The Ford of Chocolate
  • Building the Cadbury Brand
  • A Changing U.K. Market: Cadbury's Competitors Evolve
  • Overseas Expansion: Painting the British Empire Purple
  • Difficult Headwinds. Impact of the War
  • Shifting Sands: U.K. Market Trends go Against Cadbury
  • Overseas Progress
  • The Path to Global Leadership. New Categories, New Countries: Expanding the Cadbury Brand Footprint
  • The U.K. Turnaround
  • The Overseas Businesses go from Strength to Strength
  • Extending the Geographic and Category Footprints
  • U.K. Resurgence: Contemporising the Cadbury Strengths
  • Overview. The Cadbury Brand: A Personal View.

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