A CEO's Life Story of Building the World's Most Popular Brand
St. Martin's Press, Hardcover, 9780312617950, 272pp.
Publication Date: October 25, 2011
""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 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.
DAVID BEASLEY is a former editor for the "Atlanta Journal-Constitution" and the co-author of" Inside Coca-Cola" and author of "Without Mercy". He lives in Atlanta, Georgia.
"Isdell's debut work is captivating and delightful, sure to simultaneously charm and enlighten about global business and leadership."--Publishers Weekly (starred review)
“Reading this book is much like listening to your grandfather tell his life story—if he were a CEO. It will appeal to readers interested in Coke in particular or classic corporate autobiographies in general.”--Booklist
“A must read for anyone who is interested in large corporations and especially in understanding the tough competitive world of the global beverages business.” –Business Standard, India