Name: Inside Coca-Cola: A Ceo's Life Story of Building the World's Most Popular Brand (en Inglés)
Price: 25350.00 CLP
Availability: InStock
Author: Isdell, Neville ; Beasley, David
ISBN: 9781250013712

Formato

Libro Físico

Autor

Neville Isdell

David Beasley

Editorial

St. Martin's Griffin

Año

2012

Idioma

Inglés

N° páginas

288

Encuadernación

Tapa Blanda

Dimensiones

20.6 x 13.7 x 2.0 cm

Peso

0.32 kg.

ISBN

1250013712

ISBN13

9781250013712

Categorías

Biografía: negocios e industria
Memorias
Historia de empresas específicas/historia societaria

Inside Coca-Cola: A Ceo's Life Story of Building the World's Most Popular Brand (en Inglés)

Neville Isdell (Autor) · David Beasley (Autor) · St. Martin's Griffin · Tapa Blanda

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Reseña del libro "Inside Coca-Cola: A Ceo's Life Story of Building the World's Most Popular Brand (en Inglés)"

The first book by a Coca-Cola CEO tells the remarkable story of the company's revival. Neville Isdell was a key player at Coca-Cola for more than thirty years, retiring in 2009 as Chairman after rebuilding the tarnished brand image of the world's leading soft-drink company. Inside Coca-Cola tells an extraordinary personal and professional worldwide story, ranging from Northern Ireland to South Africa to Australia, the Philippines, Russia, Germany, India, South Africa, and Turkey. Isdell helped put out huge public-relations fires (India and Turkey), opened markets (Russia, Eastern Europe, the Philippines, and Africa), championed Muhtar Kent, the current Turkish-American CEO, all while living the ideal of corporate responsibility. Isdell's--and Coke's--story is newsy without being gossipy; principled without being preachy, and filled with stories and lessons appealing to anyone who has ever taken the pause that refreshes. It's also a readable and important look at how companies can market and govern themselves more--ethically and to great success.