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Inside Coca-Cola: A CEO's Life Story of Building the World's Most Popular…
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Amazon.com Product Description (ISBN 031261795X, Hardcover)
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. It 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.
(retrieved from Amazon Thu, 12 Mar 2015 18:08:12 -0400)
A former chairman and CEO of Coca-Cola traces the story of his career, describing his efforts to combat public relations challenges, his contributions to opening markets throughout the world, and his strategies for promoting corporate responsibility.
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