Chevron Corporation: A World Of Energy campaign

In 1997 Texaco was the fifth-largest marketer of crude oil, natural gas, and other related products. On the list of rival companies that were outperforming Texaco were the Exxon Corporation, the Royal Dutch/Shell Group, BP p.l.c., and Mobil Corporation.

Chevron Corporation: A World Of Energy campaign

Susan Risland

OVERVIEW

NOTE: Since the initial appearance of this essay in the 1999 edition of Major Marketing Campaigns Annual, Texaco Inc. and Chevron Corporation merged. The essay continues to refer to the...