What is the secret of making Coca Cola the brand of Happiness? Short of unveiling the secret formula, this book reveals all of the strategies and marketing plans that the company has utilized through the years to position it where it is today. This is a fascinating journey through the back rooms and board rooms that involve the largest PR and Marketing companies, the communication milestones and experiences that have contributed in allowing so many people to believe that the world is a better place and to be optimists. This shows Coca-Cola s link with happiness and worldwide corporate strategies. This is a book that for the first time, besides reading it, you can see, hear and feel the QR (Quick Response) codes that are embedded in text that demonstrate the power of announcements and communicative actions that have contributed to building the most valuable brand in the world, and will help you better understand Coca-Cola, brands, marketing, and of course... happiness.
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Felix Muñoz has accumulated a wealth of experience with more than 25 years in Marketing and Communication with companies like Coca-Cola with whom he has worked with 4 different occasions the petroleum company CESPA, Movistar and Telefonica. He was responsible in large part for the creativity of Coca-Cola during the past few decades, the launching and development of the brand Aquarius, the communication strategies of Telefonica and Movistar, and most recently with Coca-Cola, the communicative integration of its brands and applying innovative project development technology in marketing. He is presently an independent consultant with his own work methodology, a marketing plan that combines the strategic management of a brand, technology, creativity and the integration of communication. He is also a university professor, lecturer and a marketing planner.
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