基本信息出版社：Wiley
页码：352 页
出版日期：2008年06月
ISBN：0470725249
条形码：9780470725245
装帧：精装
正文语种：英语
外文书名：紫色风暴: 巧克力最佳品牌"吉百利"的故事

内容简介 在线阅读本书

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:

Putting product quality at the heart of the brand. Harnessing the miracles of the Industrial and Transportation Revolutions to drive explosive growth Industry consolidation via mergers and acquisitions to cement critical mass A radical approach to harnessing the potential of its workforce to create the most effectively run company in Britain The virtuous circle of economies of scale which slashed prices and brought chocolate to the masses Innovative marketing and selling approaches that put the Cadbury brand into not just the minds of consumers, but their hearts. 

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.
作者简介 John Bradley brings a unique insider's 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 new career in management training and writing. John contributes a regular column for Strategy magazine, giving a wry look 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 www.yknotsolutions.com.
媒体推荐 "...sumptuous yet serious book...Fascinating and fabulous, you can't help but enjoy the glorious ride that is Cadbury's Purple Reign" (The Marketer, November 2008)
专业书评 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.”
Marcel Corstjens
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.”
Niraj Dawar
Professor of Marketing, Ivey Business School, Canada