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I'd Like the World to Buy a Coke: The Life and Leadership of Roberto Goizueta (平装)
by David Greising
| Category:
Entrepreneurship, Innovation, Business success, Corporate history |
| Market price: ¥ 228.00
MSL price:
¥ 208.00
[ Shop incentives ]
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| Stock:
Pre-order item, lead time 3-7 weeks upon payment [ COD term does not apply to pre-order items ] |
MSL rating:
 Good for Gifts |
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AllReviews |
1 Total 1 pages 8 items |
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Amazon.com (MSL quote), USA
<2008-02-25 00:00>
David Greising's biography of Roberto Goizueta is the story of how Coca-Cola became one of the world's leading brands. The story follows Goizueta, a chemical engineer, who first worked for Coca-Cola in Cuba. After the revolution, Goizueta came to the United States and went on to become the youngest vice-president ever at Coca-Cola. In 1980, Goizueta became president of Coca-Cola and presided over the world's largest soft drink company until his death from lung cancer in 1997.
Greising presents a fascinating behind-the-scenes look at some of the most high-profile business stories that happened during Goizueta's tenure, such as Coca-Cola's purchase and subsequent sale of Columbia Pictures; the disastrous reformulation of the New Coke; how Coca-Cola swept Eastern Europe after the fall of the Berlin wall; and Goizueta's dealings in bringing the Olympics to Atlanta in 1996. Compelling and easy-to-read, I'd Like the World to Buy a Coke is a must for those interested in how one company created and marketed a brand like no other. -This text refers to an out of print or unavailable edition of this title.
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Library Journal (MSL quote), USA
<2008-02-25 00:00>
A fascinating and readable chronicle of how a lowly chemical engineer rose through the ranks to become the CEO of Coca-Cola and then proceeded to transform the giant company into a truly global brand name, tripling the corporation's size.
Copyright 1999 Reed Business Information, Inc. |
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The Economist (MSL quote), USA
<2008-02-25 00:00>
Unfortunately, Mr Goizueta (and thus Coke) refused to cooperate with his biographer. Yet, despite this fairly hefty handicap, the resulting biography still provides a decent workmanlike portrait, producing the occasional scoop ... without ever quite nailing down its elusive subject. |
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The Wall Street Journal (MSL quote), USA
<2008-02-25 00:00>
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. |
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The publisher, John Wiley & Sons, USA
<2008-02-25 00:00>
A compelling business profile of the mastermind at the helm of Coca-Cola. Roberto Giozueta fled his native Cuba in 1960 with $20 and 100 shares of Coca-Cola. Since that time he has risen from the ranks to become Chairman and CEO of one of the world's best known brands. This book charts his career at Coke, his successful term at the helm, and his unique management style that has been characterized as both charismatic and as something akin to the Spanish Inquisition. |
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From the Back Cover, USA
<2008-02-25 00:00>
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.
Just who was Roberto Goizueta? He was the chemical engineer with no marketing background who vaulted to the top of the world's 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 Coke's purchase of Columbia Pictures--were disasters that he converted into triumphs. Unloading assets, reinventing Coke's 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 Coke's 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.
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. 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 it's never been told before.
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.
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Jimmy Carter (MSL quote), USA
<2008-02-25 00:00>
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. |
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George M. C. Fisher, CEO of Eastman Kodak Co., USA
<2008-02-25 00:00>
Roberto Goizueta set the standards for business leadership around the world and the legacy he leaves behind includes . . . a company that is part of our culture with an undisputed reputation for excellence. |
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1 Total 1 pages 8 items |
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