I'd Like the World to Buy a Coke: The Life and Leadership of Roberto Goizueta

First Coast Books
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“1st edition, 1st printing. Minimal wear to covers. Text clean and unmarked. The binding is ...
ISBN
9780471194088

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Product Identifiers

Publisher
Wiley & Sons, Incorporated, John
ISBN-10
0471194085
ISBN-13
9780471194088
eBay Product ID (ePID)
272742

Product Key Features

Book Title
I'd like the World to Buy a Coke : the Life and Leadership of Roberto Goizueta
Number of Pages
352 Pages
Language
English
Topic
Leadership, General, Industries / Food Industry, Corporate & Business History
Publication Year
1998
Illustrator
Yes
Genre
Business & Economics
Author
David Greising
Format
Hardcover

Dimensions

Item Height
1.2 in
Item Weight
24.7 Oz
Item Length
9.3 in
Item Width
6.2 in

Additional Product Features

Intended Audience
Trade
LCCN
97-049220
Dewey Edition
21
Reviews
"Roberto 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)
Dewey Decimal
338.7/66362/092 B
Table Of Content
Cuba, 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. "It2s Coca-Cola Heaven". Epilogue: The Song at Church. Notes. Index.
Synopsis
Robert Goizueta created more stockholder wealth than anyone in history. Here's how he did it... The late Roberto Goizueta helped catapult the successful but stagnant Coca-Cola into the world's most powerful brand and one of the greatest generators of stockholder wealth in history. At the time of his death, he was hailed in papers around the world as one of the most innovative and successful CEO's of our time. Yet little is known of this corporate maverick. This is his story., When Roberto Goizueta fled Fidel Castro2s 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 world2s most successful and admired companies. Under his leadership, Coke2s stock price jumped 3500%, the company tripled in size, and it controlled nearly half of the world2s soft drink market. Just who was Roberto Goizueta? He was the chemical engineer with no marketing background who vaulted to the top of the world2s greatest marketing monolith. A results-oriented taskmaster, he turned Coke upside down by declaring there would be "no sacred cows" at the tradition-bound company. Two of his biggest career moves-New Coke and Coke2s purchase of Columbia Pictures-were disasters that he converted into triumphs. Unloading assets, reinventing Coke2s finances, and marching into new markets around the globe, Goizueta transformed Coca-Cola into a new kind of company: the brand-marketing powerhouse. For Goizueta, the words "Coke Is It" were more than just a marketing slogan; they described a corporate strategy. Goizueta became a hero to his fellow chief executives, to Coke2s stockholders, and to Coke drinkers around the world. His controversial $81 million payday for 1991 made him one of the highest-paid chief executives ever. But, until now, little has been known about the man. I2d 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. Author David Greising, the Atlanta bureau chief of BusinessWeek, interviewed dozens of top executives and close friends, reviewed a trove of correspondence and corporate records, and drew from previously unpublished interviews with Goizueta and other key players to tell the Roberto Goizueta story as it2s never been told before. Greising chronicles every phase in a career fraught with surprising twists and turns, from Goizueta2s watershed decision to break away from his father and work for Coke, to his flight from Cuba, to his grooming for the chairman2s job and the bitter battle for Coke2s corner office. The book gives previously unpublished insight into Coke2s conquest of eastern Europe and push for truly worldwide distribution, its controversial hiring of the Hollywood talent agency behind the "Always Coca-Cola" campaign, Goizueta2s 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. "We don2t get paid to be right. We get paid to produce results." -Roberto Goizueta Roberto Goizueta was one of the most successful executives of all time. In 16 years under his leadership, the Coca-Cola Company2s stock market value rose 3500%, from $4 billion to $150 billion. Sales jumped from $6 billion to $19 billion. When he died suddenly in late 1997, Coke controlled nearly half of the world2s soft drink market. "Roberto C. Goizueta... [built] one of the greatest generators of shareholder wealth in corporate history. -The New York Times "Roberto was a giant of a man, a giant of American industry and a great competitor." -Roger Enrico, Chairman, PepsiCo "Perhaps no other corporate leader in modern times has so beautifully exemplified the American dream. He believed that, in America, all things are possible. He lived that dream. And because of his extraordinary leadership skills he helped thousands of others realize their dreams as well." -Jimmy Carter. "Roberto C. Goizueta... left a legacy that extends far beyond Coca-Cola Co. He2s 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 Str
LC Classification Number
HD9349.S632G74 1998

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