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

Title: Inside Coca-Cola: A CEO's Life Story of Building the World's Most Popular Brand
Author: Neville Isdell
ISBN: 9780312617950
Publisher: St. Martin's Press
Published: 2011
Binding: Hardcover
Language: English
Edition: First Edition
Number of Volumes: 2
Number of Pages: 272
Condition Note: Clean, unmarked copy with some edge wear. Good binding. Dust jacket included if issued with one. We ship in recyclable American-made mailers. 100% money-back guarantee on all orders.
Publisher Description:

""The first book by a Coca-Cola CEO tells the remarkable story of the company's revival""
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""""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.