Inside Coca-Cola : a CEO's life story of building the world's most popular brand / by Neville Isdell with David Beasley
By: Isdell, Neville.
Contributor(s): Beasley, David.Publisher: New York : St. Martin's Press, 2011Description: xiv, 254 p., ill. ; 22 cm.ISBN: 9780312617950.Subject(s): Brands | Marketing | Chief executive officers | Biographies
|Item type||Home library||Call number||Status||Date due||Item reserves|
|Book||New Zealand||224 INS (Browse shelf)||Available|
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.
Tells the story of building, marketing and re-creating the Coca-Cola brand over the forty-year career of Neville Isdell, a former CEO of Coca-Cola. Discusses opening new markets, taking on competitors, and resolving controversies that threatened the integrity of the brand.