"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."
Marcel Corstjens
The Unilever Chaired Professor ofMarketing, 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."
Niraj Dawar
Professor of Marketing, Ivey Business School, Canada
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"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."
Marcel Corstjens
The Unilever Chaired Professor ofMarketing, 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."
Niraj Dawar
Professor of Marketing, Ivey Business School, Canada
Imprint | John Wiley & Sons |
Country of origin | United Kingdom |
Release date | April 2008 |
Availability | Supplier out of stock. If you add this item to your wish list we will let you know when it becomes available. |
First published | June 2008 |
Authors | John Bradley |
Dimensions | 246 x 179 x 27mm (L x W x T) |
Format | Hardcover |
Pages | 352 |
ISBN-13 | 978-0-470-72524-5 |
Barcode | 9780470725245 |
Categories | |
LSN | 0-470-72524-9 |