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OverviewFull Product DetailsAuthor: David GreisingPublisher: John Wiley and Sons Ltd Imprint: John Wiley & Sons Inc Edition: New edition Dimensions: Width: 15.40cm , Height: 2.30cm , Length: 22.90cm Weight: 0.576kg ISBN: 9780471345947ISBN 10: 0471345946 Pages: 334 Publication Date: 25 May 1999 Audience: General/trade , General Format: Paperback Publisher's Status: Out of Stock Indefinitely Availability: Out of print, replaced by POD  We will order this item for you from a manufatured on demand supplier. Table of ContentsCuba, 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.ReviewsRoberto 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) Roberto C. Goizueta left a legacy that extends far beyond Coca--Cola. Hea 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) Coca-Cola is one of the world's most famous brands and reaches more people on this earth than any other product. This is the biography of the man behind the success: Roberto Goizueta who can be regarded as one of the most successful executives of all time. In 16 years under his leadership, the market capitalization value of Coca-Cola rose 3500% from $4 billion to $150 billion, and sales jumped from $6 billion to $19 billion. When he passed away suddenly in late 1997, Coca-Cola accounted for nearly half of the world's soft drink market. Despite his remarkable achievement to the top of the world's greatest marketing monolith, Roberto Goizueta, a chemical engineering graduate from Yale, had relatively humble beginnings and no marketing background. He fled Fidel Castro's Cuba in 1960 with only $200 in his pocket and 100 shares in Coca-Cola to become in 1992, one of the highest-paid chief executives ever with a $81 million payday. A results-orientated task-master, Goizueta turned Coca-Cola on its heels and disentangled the tradition-bound company. His two biggest career moves - New Coke and Coke's purchase of Columbia Pictures were originally deemed disasters which he converted to triumphs. Unloading assets, reinventing Coke's finances and marching into new markets, Goizueta transformed Coca-Cola into a brand-marketing powerhouse. Coke is not only a marketing slogan, but a whole corporate strategy. Drawing upon interviews with Goizueta and other top executives, and close friends, David Greising does well to chronicle every noted movement of this man of which little was previously known. This is a highly readable book that is not only another business biography, but also explores a brand that has created its own following within a global culture. (Kirkus UK) Author InformationTab Content 6Author Website:Countries AvailableAll regions |
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