Inside Coca-Cola: A CEO's Secrets on Building the World's Most Popular Brand

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Synopsis
The first book by a Coca-Cola CEO tells the remarkable story of the company's revivalNeville Isdell was a key player at Coca-Cola for more than 30 years, retiring in 2009 as CEO after regilding the tarnished brand image of the world's leading soft-drink company. This first book by a Coca-Cola CEO tells an extraordinary personal and professional world-wide story, ranging from Northern Ireland to South Africa to Australia, the Philippines, Russia, Germany, India, South Africa and Turkey. Isdell helped put out huge public relations fires (India and Turkey), opened markets(Russia, Eastern Europe, Philippines and Africa), championed Muhtar Kent, the current Turkish-American CEO, all while living the ideal of corporate responsibility. Isdell's, and Coke's, story is newsy without being gossipy; principled without being preachy. Inside Coca-Cola is filled with stories and lessons appealing to anybody who has ever taken "the pause that refreshes." It's also a readable and important look at how companies can market and govern themselves more-ethically and to great success.
Copyright:
2011

Book Details

Book Quality:
Publisher Quality
Book Size:
272 Pages
ISBN-13:
9781429988896
Related ISBNs:
9780312617950
Publisher:
ST. MARTIN'S PUBLISHING GROUP
Date of Addition:
Copyrighted By:
Neville Isdell and David Beasley. Foreword copyright
Adult content:
No
Language:
English
Has Image Descriptions:
No
Categories:
History, Nonfiction, Travel, Cooking, Food and Wine, Business and Finance
Submitted By:
Bookshare Staff
Usage Restrictions:
This is a copyrighted book.

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