Bradley, John,  1957- <br/><br/>
Cadbury's purple reign :  the story behind chocolate's best-loved brand / 
John Bradley. 
 - Chichester, England ;  Hoboken, NJ :  John Wiley,  2008. 
 - 1 online resource (x, 342 pages) :  illustrations (some color) 
<br/><br/>Includes bibliographical references (pages 336-337) and index. 
<br/><br/>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. 
<br/><br/> '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. 
<br/><br/><label>ISBN: </label>9781119206361 1119206367 9780470753712 0470753714 1282343173 9781282343177 
<br/><br/><label>Source: </label>F01BD7AA-FEB8-4B82-B061-984BAEDD49A1  OverDrive, Inc.  http://www.overdrive.com 
<br/><br/><label>Nat. Bib. Agency Control No.: </label>014407382  Uk 
<br/><br/><label>Subjects--Corporate Names: </label><br/>Cadbury (Firm)--History.<br/>Cadbury (Firm)
<br/><br/><label>Subjects--Topical Terms: </label><br/>Confectioners--History.--Great Britain<br/>Chocolate industry--History.--Great Britain<br/>Brand name products--History.--Great Britain<br/>Chocolat--Industrie--Histoire.--Grande-Bretagne<br/>Produits de marque--Histoire.--Grande-Bretagne<br/>BUSINESS & ECONOMICS--Industries--Service.<br/>Brand name products<br/>Chocolate industry<br/>Confectioners
<br/><br/><label>Subjects--Geographic Terms: </label><br/>Great Britain
<br/><br/><label>Index Terms--Genre/Form: </label><br/>History
<br/><br/><label>LC Class. No.: </label>TX767.C5  / B73 2008eb 
<br/><br/><label>Dewey Class. No.: </label>338.476413374