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