Inside Coca-Cola : a CEO's life story of building the world's most popular brand

The first book by a Coca-Cola CEO tells the remarkable story of the company s revivalNeville Isdell was a key player at Coca-Cola for more than 30 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, 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, 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. 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. scan0001......Page p0001.djvu scan0002......Page p0002.djvu scan0003......Page p0003.djvu scan0004......Page p0004.djvu scan0005......Page p0005.djvu scan0006......Page p0006.djvu scan0007......Page p0007.djvu scan0008......Page p0008.djvu scan0009......Page p0009.djvu scan0010......Page p0010.djvu scan0011......Page p0011.djvu scan0012......Page p0012.djvu scan0013......Page p0013.djvu scan0014......Page p0014.djvu scan0015......Page p0015.djvu scan0016......Page p0016.djvu scan0017......Page p0017.djvu scan0018......Page p0018.djvu scan0019......Page p0019.djvu scan0020......Page p0020.djvu scan0021......Page p0021.djvu scan0022......Page p0022.djvu scan0023......Page p0023.djvu scan0024......Page p0024.djvu scan0025......Page p0025.djvu scan0026......Page p0026.djvu scan0027......Page p0027.djvu scan0028......Page p0028.djvu scan0029......Page p0029.djvu scan0030......Page p0030.djvu scan0031......Page p0031.djvu scan0032......Page p0032.djvu scan0033......Page p0033.djvu scan0034......Page p0034.djvu scan0035......Page p0035.djvu scan0036......Page p0036.djvu scan0037......Page p0037.djvu scan0038......Page p0038.djvu scan0039......Page p0039.djvu scan0040......Page p0040.djvu scan0041......Page p0041.djvu scan0042......Page p0042.djvu scan0043......Page p0043.djvu scan0044......Page p0044.djvu scan0045......Page p0045.djvu scan0046......Page p0046.djvu scan0047......Page p0047.djvu scan0048......Page p0048.djvu scan0049......Page p0049.djvu scan0050......Page p0050.djvu scan0051......Page p0051.djvu scan0052......Page p0052.djvu scan0053......Page p0053.djvu scan0054......Page p0054.djvu scan0055......Page p0055.djvu scan0056......Page p0056.djvu scan0057......Page p0057.djvu scan0058......Page p0058.djvu scan0059......Page p0059.djvu scan0060......Page p0060.djvu scan0061......Page p0061.djvu scan0062......Page p0062.djvu scan0063......Page p0063.djvu scan0064......Page p0064.djvu scan0065......Page p0065.djvu scan0066......Page p0066.djvu scan0067......Page p0067.djvu scan0068......Page p0068.djvu scan0069......Page p0069.djvu scan0070......Page p0070.djvu scan0071......Page p0071.djvu scan0072......Page p0072.djvu scan0073......Page p0073.djvu scan0074......Page p0074.djvu scan0075......Page p0075.djvu scan0076......Page p0076.djvu scan0077......Page p0077.djvu scan0078......Page p0078.djvu scan0079......Page p0079.djvu scan0080......Page p0080.djvu scan0081......Page p0081.djvu scan0082......Page p0082.djvu scan0083......Page p0083.djvu scan0084......Page p0084.djvu scan0085......Page p0085.djvu scan0086......Page p0086.djvu scan0087......Page p0087.djvu scan0088......Page p0088.djvu scan0089......Page p0089.djvu scan0090......Page p0090.djvu scan0091......Page p0091.djvu scan0092......Page p0092.djvu scan0093......Page p0093.djvu scan0094......Page p0094.djvu scan0095......Page p0095.djvu scan0096......Page p0096.djvu scan0097......Page p0097.djvu scan0098......Page p0098.djvu scan0099......Page p0099.djvu scan0100......Page p0100.djvu scan0101......Page p0101.djvu scan0102......Page p0102.djvu scan0103......Page p0103.djvu scan0104......Page p0104.djvu scan0105......Page p0105.djvu scan0106......Page p0106.djvu scan0107......Page p0107.djvu scan0108......Page p0108.djvu scan0109......Page p0109.djvu scan0110......Page p0110.djvu scan0111......Page p0111.djvu scan0112......Page p0112.djvu scan0113......Page p0113.djvu scan0114......Page p0114.djvu scan0115......Page p0115.djvu scan0116......Page p0116.djvu scan0117......Page p0117.djvu scan0118......Page p0118.djvu scan0119......Page p0119.djvu scan0120......Page p0120.djvu scan0121......Page p0121.djvu scan0122......Page p0122.djvu scan0123......Page p0123.djvu scan0124......Page p0124.djvu scan0125......Page p0125.djvu scan0126......Page p0126.djvu scan0127......Page p0127.djvu scan0128......Page p0128.djvu scan0129......Page p0129.djvu scan0130......Page p0130.djvu scan0131......Page p0131.djvu scan0132......Page p0132.djvu scan0133......Page p0133.djvu scan0134......Page p0134.djvu scan0135......Page p0135.djvu scan0136......Page p0136.djvu scan0137......Page p0137.djvu scan0138......Page p0138.djvu scan0139......Page p0139.djvu The first book by a Coca-Cola CEO tells the remarkable story of the company's revivalNeville Isdell was a key player at Coca-Cola for more than 30 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, 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, 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. Inside Coca-Cola 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. A former chairman and CEO of Coca-Cola traces the story of his career, describing his efforts to combat public relations challenges, his contributions to opening markets throughout the world, and his strategies for promoting corporate responsibility