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    Inside Coca-Cola: A CEO's Life Story of Building the World's Most Popular Brand

    ISBN-10: 1250013712
    ISBN-13: 9781250013712
    Author(s): Neville Isdell, David Beasley
    Description: The first book by a Coca-Cola CEO tells the remarkable story of the company's revival.Neville Isdell was a key player at Coca-Cola for more than thirty years, retiring in 2009 as Chairman after rebuilding the tarnished brand image of the world's  More...
    List price: $14.99
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    List Price: $14.99
    Publisher: St Martins Pr
    Binding: Paperback
    Pages: 288
    Size: 5.50" wide x 8.25" long x 0.75" tall
    Weight: 0.550
    Language: English

    The first book by a Coca-Cola CEO tells the remarkable story of the company's revival.Neville Isdell was a key player at Coca-Cola for more than thirty years, retiring in 2009 as Chairman after rebuilding the tarnished brand image of the world's leading soft-drink company. Inside Coca-Cola tells an extraordinary personal and professional worldwide 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, the 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, and filled with stories and lessons appealing to anyone 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.

    Acknowledgments
    Foreword
    Introduction
    From Ulster to Africa
    In Johannesburg: My Global Career Is Launched
    Conquering Pepsi in the Philippines
    Stagnation in West Germany
    The Wall Falls
    Going Back to India
    At the Helm of Coca-Cola
    Connected Capitalism
    Index

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