TY  - BOOK
AU  - Bradley,John
TI  - Cadbury's purple reign: the story behind chocolate's best-loved brand 
SN  - 9781119206361
AV  - TX767.C5 B73 2008eb
U1  - 338.476413374 22
PY  - 2008///
CY  - Chichester, England, Hoboken, NJ
PB  - John Wiley
KW  - Cadbury (Firm)
KW  - History
KW  - fast
KW  - Confectioners
KW  - Great Britain
KW  - Chocolate industry
KW  - Brand name products
KW  - Chocolat
KW  - Industrie
KW  - Grande-Bretagne
KW  - Histoire
KW  - Produits de marque
KW  - BUSINESS & ECONOMICS
KW  - Industries
KW  - Service
KW  - bisacsh
N1  - Includes bibliographical references (pages 336-337) and index; 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
N2  - '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
UR  - https://onlinelibrary.wiley.com/doi/book/10.1002/9781119206361
ER  -