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Author Greising, David, 1960-

Title I'd like the world to buy a Coke : the life and leadership of Roberto Goizueta / David Greising
Published New York ; Chichester : Wiley, [1998]


Location Call no. Vol. Availability
 MELB  338.766362092 Goizue Gre/Ilt  AVAILABLE
Description xviii, 334 pages : illustrations ; 24 cm
Contents Machine derived contents note: Prologue The Song from the Mountaintop xv -- Chapter 1 Cuba, Castro, and Coke 1 -- Chapter 2 Flight to the Top 23 -- Chapter 3 "The Spanish Inquisition" 55 -- Chapter 4 A Break from the Past: Diet Coke and -- Columbia Pictures 85 -- Chapter 5 "Give Me Back My Coke!" 110 -- Chapter 6 Changing the Script: The Bottler Spinoff -- and Escape from Hollywood 139 -- Chapter 7 Coca-Colonization 169 -- Chapter 8 "Always" a Great Shootout 193 -- Chapter 9 The Big Brand Machine 218 -- Chapter 10 The Games Roberto Played 246 -- Chapter 11 "It's Coca-Cola Heaven" 272 -- Epilogue The Song at Church 300 -- Notes 305 -- Index 322
Summary Greising chronicles every phase in a career fraught with surprising twists and turns, from Goizueta's watershed decision to break away from his father and work for Coke, to his flight from Cuba, to his grooming for the chairman's job and the bitter battle for Coke's corner office. The book gives previously unpublished insight into Coke's conquest of eastern Europe and push for truly worldwide distribution, its controversial hiring of the Hollywood talent agency behind the "Always Coca-Cola" campaign, Goizueta's behind-the-scenes push to bring the Olympics to Atlanta, and his careful selection of his own successor, years before his sudden death from lung cancer in October 1997
When Roberto Goizueta fled Fidel Castro's Cuba in 1960, he had just $200 in his pocket and 100 shares of Coca-Cola stock in a New York bank. He also had a job at the Coca-Cola Co. By the time he died in 1997, the Coca-Cola chairman was worth $1 billion and had transformed Coke from a doddering giant into one of the world's most successful and admired companies. Under his leadership, Coke's stock price jumped 3500%, the company tripled in size, and it controlled nearly half of the world's soft drink market. I'd Like the World to Buy a Coke takes a candid look at the life and career of one of the longest-serving and highest-paid chief executives in history
Notes Originally published: 1998
Bibliography Includes bibliographical references (pages 305-321) and index
Subject Goizueta, Roberto, 1931-1997.
Coca-Cola Company.
Businessmen -- Cuba -- Biography.
Businessmen -- United States -- Biography.
Chief executive officers -- United States -- Biography.
Soft drink industry -- United States.
Genre/Form Biographies.
LC no. 97049220
ISBN 0471194085 (cloth : alk. paper)
0471345946 (paperback)
Other Titles I would like the world to buy a coke