Beyond petroleum: marketing and the future success of BP

John Brown

In this Marketing Society annual lecture, Lord Browne gives his candid views on the problems faced by corporations in a world of uncertainty and distrust.

Beyond Petroleum

Marketing and the future success of BP

John BrowneBP

 

This is a particularly appropriate moment to talk about marketing and trust, as these are uncertain and difficult times for everyone. Although the focus will be on BP, some of the points in this discussion will have a wider relevance as well.

It is essential to understand the nature of BP's business and, in particular, the nature of competition in its sector. As we at BP see it, the company competes for just two things:

  1. access to resources distinctive ...

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