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

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by Neville Isdell & David Beasley
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Inside Coca-Cola: A CEO's Life Story of Building the World's Most Popular Brand by Neville Isdell & David Beasley

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 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.

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Ebook Details
Pages: 288
Size: 1.4 MB
Publisher: St. Martin's Press
Date published:   2011
ISBN: 9781429988896 (DRM-EPUB)

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This product is listed in the following category:

Nonfiction > Business & Economics > Corporate & Business History

These authors have products in the following categories:

Nonfiction > History > United States > 20th Century
Nonfiction > History > United States > State & Local > South
Nonfiction > History > Social History
Nonfiction > Business & Economics > Corporate & Business History

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