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I`d Like the World to Buy a Coke

When Roberto Goizueta fled Fidel Castro's Cuba in 1960, he had just $200 in his pocket market new share stock york 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 market new share stock york and had transformed Coke from a doddering giant into one of the world's most successful market new share stock york and admired companies. Under his leadership, Coke's stock price jumped 3500 , the company tripled in size, market new share stock york 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 market new share stock york and Coke's purchase of Columbia Pictures-were disasters that he converted into triumphs. Unloading assets, reinventing Coke's finances, market new share stock york 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, market new share stock york 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 market new share stock york and career of one of the longest-serving market new share stock york and highest-paid chief executives in history. Author David Greising, the Atlanta bureau chief of BusinessWeek, interviewed dozens of top executives market new share stock york and close friends, reviewed a trove of correspondence market new share stock york and corporate records, market new share stock york and drew from previously unpublished interviews with Goizueta market new share stock york and other key players to tell the Roberto Goizueta story as it's never bee Copyright (C) Muze I
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