I'd Like the World to Buy a Coke: Life and Leadership of Roberto Goizueta Book + PRICE WATCH * Amazon pricing is not included in price watch

I'd Like the World to Buy a Coke: Life and Leadership of Roberto Goizueta Book

David Greising's biography of Roberto Goizueta is the story of how Coca-Cola became one of the world's leading brands. The story follows Goizueta, a chemical engineer, who first worked for Coca-Cola in Cuba. After the revolution, Goizueta came to the United States and went on to become the youngest vice-president ever at Coca-Cola. In 1980, Goizueta became president of Coca-Cola and presided over the world's largest soft drink company until his death from lung cancer in 1997. Greising presents a fascinating behind-the-scenes look at some of the most high-profile business stories that happened during Goizueta's tenure, such as Coca-Cola's purchase and subsequent sale of Columbia Pictures; the disastrous reformulation of the New Coke; how Coca-Cola swept Eastern Europe after the fall of the Berlin wall; and Goizueta's dealings in bringing the Olympics to Atlanta in 1996. Compelling and easy-to-read, I'd Like the World to Buy a Coke is a must for those interested in how one company created and marketed a brand like no other.Read More

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  • Product Description

    A business profile of Robert Goizueta, the late Chairman and CEO of Coca Cola, this book chronicles Goizueta's career from his first job managing Coke's Cuban production plant, to his reign as CEO from 1981-1997, to his final battle with lung cancer. This book also describes Goizueta's management style, including co-workers' observations on Goizueta's reign at Coca Cola of photos .

  • 0471194085
  • 9780471194088
  • David Greising
  • 19 March 1998
  • John Wiley & Sons
  • Hardcover (Book)
  • 334
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