Paperback; Published 10/16/2012; 288 Pages; ISBN 9781250013712
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Neville Isdell was a key player at Coca-Cola for more than thirty years, retiring in 2009 as CEO after regilding the tarnished brand image of the world’s leading soft-drink company. This first book by a Coca-Cola CEO tells an extraordinary personal and professional world-wide story. Isdell helped put out huge public relations fires in India and Turkey; opened markets in Russia, Eastern Europe, the Philippines, and Africa; and 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. It is filled with stories and lessons appealing to anybody 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.
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