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:
- access to resources distinctive ...