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Cadbury's purple reign : the story behind chocolate's best-loved brand

Author: John Bradley
Publisher: Chichester, England ; Hoboken, NJ : John Wiley, 2008.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
'Cadbury's Purple Reign' 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.
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Genre/Form: Electronic books
History
Additional Physical Format: Print version:
Bradley, John.
Cadbury's purple reign.
Chichester, England ; Hoboken, NJ : John Wiley, 2008
(DLC) 2008298259
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: John Bradley
ISBN: 9781119206361 1119206367 9780470753712 0470753714
OCLC Number: 608624354
Description: 1 online resource (x, 342 pages) : illustrations (some color)
Contents: The Rise to Prominence. Getting Established: Back from the Brink --
Market Changes: Moving on from Cocoa Essence --
New Categories: Extending the Cadbury Brand Beyond Cocoa --
Creating Business Advantage: Aligning Infrastructure with Strategy --
Making Chocolate a Mass Market. Creating a Mass Market: The Ford of Chocolate --
Building the Cadbury Brand --
A Changing U.K. Market: Cadbury's Competitors Evolve --
Overseas Expansion: Painting the British Empire Purple --
Difficult Headwinds. Impact of the War --
Shifting Sands: U.K. Market Trends go Against Cadbury --
Overseas Progress --
The Path to Global Leadership. New Categories, New Countries: Expanding the Cadbury Brand Footprint --
The U.K. Turnaround --
The Overseas Businesses go from Strength to Strength --
Extending the Geographic and Category Footprints --
U.K. Resurgence: Contemporising the Cadbury Strengths --
Overview. The Cadbury Brand: A Personal View.
Responsibility: John Bradley.

Abstract:

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  Read more...

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This is a cracking, well-illustrated read stuffed with real-world business dramas great book. CNBC European Business July 2008 the definitive book about the company s rise from a Birmingham shop to Read more...

 
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