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Neville Isdell Inside Coca-Cola (Paperback) - Picture 2 of 2

Inside Coca-Cola: A Ceo's Life Story of Building the World's Most Popular Brand by Neville Isdell, David Beasley (Paperback, 2012)

BAGSHOT BOOKS AND MEDIA (4659)

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The product is a paperback book titled "Inside Coca-Cola" by Neville Isdell, edited by George Witte. Written in English, the book is 137mm in length, 206mm in height, and weighs 318g. It was released on 16th October 2012 in the US.

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The first book by a Coca-Cola CEO tells the remarkable story of the company's revival. Neville Isdell was a key player at Coca-Cola for more than thirty years, retiring in 2009 as Chairman after rebuilding the tarnished brand image of the world's leading soft-drink company. Inside Coca-Cola tells an extraordinary personal and professional worldwide 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, the 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, and filled with stories and lessons appealing to anyone 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.