  Cadbury's Purple Reign: The Story Behind Chocolate's Best-Loved Brand
ISBN: 978-0-470-72524-5
Hardcover
352 pages
June 2008
US $49.95
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ACKNOWLEDGEMENTS.
IMAGE CREDITS.
PART I: THE RISE TO PROMINENCE.
CHAPTER 1 GETTING ESTABLISHED: BACK FROM THE BRINK.
CHAPTER 2 MARKET CHANGES: MOVING ON FROM COCOA ESSENCE.
CHAPTER 3 NEW CATEGORIES: EXTENDING THE CADBURY BRAND BEYOND COCOA.
CHAPTER 4 CREATING BUSINESS ADVANTAGE: ALIGNING INFRASTRUCTURE WITH STRATEGY.
PART II: MAKING CHOCOLATE A MASS MARKET.
CHAPTER 5 CREATING A MASS MARKET: THE FORD OF CHOCOLATE.
CHAPTER 6 BUILDING THE CADBURY BRAND.
CHAPTER 7 A CHANGING U.K. MARKET: CADBURY’S COMPETITORS EVOLVE.
CHAPTER 8 OVERSEAS EXPANSION: PAINTING THE BRITISH EMPIRE PURPLE.
PART III: DIFFICULT HEADWINDS.
CHAPTER 9 IMPACT OF THE WAR.
CHAPTER 10 SHIFTING SANDS: U.K. MARKET TRENDS GO AGAINST CADBURY.
CHAPTER 11 OVERSEAS PROGRESS.
PART IV: THE PATH TO GLOBAL LEADERSHIP.
CHAPTER 12. NEW CATEGORIES, NEW COUNTRIES: EXPANDING THE CADBURY BRAND FOOTPRINT.
CHAPTER 13 THE U.K. TURNAROUND.
CHAPTER 14 THE OVERSEAS BUSINESSES GO FROM STRENGTH TO STRENGTH.
CHAPTER 15 EXTENDING THE GEOGRAPHIC AND CATEGORY FOOTPRINTS.
CHAPTER 16 U.K. RESURGENCE: CONTEMPORISING THE CADBURY STRENGTHS.
PART V: OVERVIEW.
CHAPTER 17 THE CADBURY BRAND: A PERSONAL VIEW.
BIBLIOGRAPHY.
INDEX.
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