Managing brands in the oil industry: the case for demerger

JP Morgan Cazenove has recently suggested that oil giant BP should split into two companies, separating `upstream' (exploration and production) from `downstream (marketing).

Managing brands in the oil industry: the case for demerger

Paddy BriggsBrandAware

Experienced marketers know that there are often tensions in companies between those in the factories who produce, and those in the marketplace who sell. But in the best customer-driven...