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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
Edition: 2012
List price: $14.99 Buy it from $5.34
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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...

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Book details

List price: $14.99
Copyright year: 2012
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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