I'd Like the World to Buy a Coke: The Life and Leadership of Roberto Goizueta
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- Wiley
More About This Title I'd Like the World to Buy a Coke: The Life and Leadership of Roberto Goizueta
English
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 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.
English
Cuba, Castro, and Coke.
Flight to the Top.
"The Spanish Inquisition." A Break from the Past: Diet Coke and Columbia Pictures.
"Give Me Back My Coke!".
Changing the Script: The Bottler Spinoff and Escape from Hollywood.
Coca-Colonization.
"Always" a Great Shootout.
The Big Brand Machine.
The Games Roberto Played.
"It's Coca-Cola Heaven".
Epilogue: The Song at Church.
Notes.
Index.
Flight to the Top.
"The Spanish Inquisition." A Break from the Past: Diet Coke and Columbia Pictures.
"Give Me Back My Coke!".
Changing the Script: The Bottler Spinoff and Escape from Hollywood.
Coca-Colonization.
"Always" a Great Shootout.
The Big Brand Machine.
The Games Roberto Played.
"It's Coca-Cola Heaven".
Epilogue: The Song at Church.
Notes.
Index.
English
"Roberto C. Goizueta left a legacy that extends far beyond Coca-Cola. He's the man who showed that a company could expand by narrowing its focus to soft drink sales and that a brand name could become a marketing juggernaut"-The Wall Street Journal (October 20, 1997)
