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

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9780471194088: I'd Like the World to Buy a Coke: The Life and Leadership of Roberto Goizueta

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.

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Review:

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.

From the Publisher:

A compelling business profile of the mastermind at the helm of Coca-Cola. Roberto Giozueta fled his native Cuba in 1960 with $20 and 100 shares of Coca-Cola. Since that time he has risen from the ranks to become Chairman and CEO of one of the world's best known brands. This book charts his career at Coke, his successful term at the helm, and his unique management style that has been characterized as both charismatic and as something akin to the Spanish Inquisition.

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David Greising
Editorial: Wiley (1998)
ISBN 10: 0471194085 ISBN 13: 9780471194088
Nuevos Tapa dura Cantidad: 1
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Descripción Wiley, 1998. Hardcover. Estado de conservación: New. book. Nº de ref. de la librería 0471194085

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David Greising
Editorial: Wiley (1998)
ISBN 10: 0471194085 ISBN 13: 9780471194088
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Descripción Wiley, 1998. Hardcover. Estado de conservación: New. 1. Nº de ref. de la librería DADAX0471194085

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Greising, David
Editorial: Wiley (1998)
ISBN 10: 0471194085 ISBN 13: 9780471194088
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Descripción Wiley. Hardcover. Estado de conservación: New. 0471194085 New Condition. Nº de ref. de la librería NEW6.1165305

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