I'd Like the World to Buy a Coke : The Life

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.

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.

""It's Coca-Cola Heaven"".

Epilogue: The Song at Church.

Notes.

Index.

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

Summary

Table of Contents

Supplemental Materials