I'd Like the World to Buy a Coke

I'd Like the World to Buy a Coke

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Robert Goizueta created more stockholder wealth than anyone in history. Here's how he did it... The late Roberto Goizueta helped catapult the successful but stagnant Coca-Cola into the world's most powerful brand and one of the greatest generators of stockholder wealth in history. At the time of his death, he was hailed in papers around the world as one of the most innovative and successful CEO's of our time. Yet little is known of this corporate maverick. This is his story.The book gives previously unpublished insight into Cokea#39;s conquest of eastern Europe and push for truly worldwide distribution, its controversial hiring of the Hollywood talent agency behind the aquot;Always Coca-Colaaquot; campaign, Goizuetaa#39;s ...

Title:I'd Like the World to Buy a Coke
Author: David Greising
Publisher:Wiley - 1998-03-06

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