Inside Coca-Cola

A CEO's Life Story of Building the World's Most Popular Brand

Neville Isdell with David Beasley

St. Martin's Press

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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 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.

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Book Excerpts

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FROM ULSTER TO AFRICA
 
 
I was born in Downpatrick, a small town in Northern Ireland, on June 8, 1943, the only son of Protestant parents. My mother’s family was originally from Scotland, my father’s from Ireland.
My father, Edward Neville Isdell, was a fingerprint and ballistics specialist with the Royal Ulster Constabulary. Belfast was a shipbuilding hub and therefore a frequent bombing target in World War II. The police headquarters were moved to the countryside about twenty miles away until the war was over, so it was in Downpatrick where I first saw

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Reviews

Praise for Inside Coca-Cola

"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

 


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About the Author

Neville Isdell with David Beasley

NEVILLE ISDELL is the former Chairman and CEO of Coca-Cola Co. Originally from Ireland, Isdell grew up in Zambia and attended college in South Africa.  He now lives with his wife, Pamela, in Barbados.  DAVID BEASLEY is a writer based in Atlanta.

Neville Isdell
David Beasley

Courtesy of Coca-Cola Company
Neville Isdell

Susan Beasley
David Beasley

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Available Formats and Book Details

Inside Coca-Cola
A CEO's Life Story of Building the World's Most Popular Brand
Neville Isdell with David Beasley

e-Book Agency

e-Book Agency
St. Martin's Press
October 2011
e-Book Agency
ISBN: 9781429988896
ISBN10: 1429988894
272 pages
$9.99

Hardcover

Hardcover
St. Martin's Press
October 2011
Hardcover
ISBN: 9780312617950
ISBN10: 031261795X
5 1/2 x 8 1/4 inches, 272 pages, plus one 8-page black-and-white photograph insert
$25.99

Trade Paperback

Trade Paperback
St. Martin's Press
St. Martin's Griffin
October 2012
Trade Paperback
ISBN: 9781250013712
ISBN10: 1250013712
5 1/2 x 8 1/4 inches, 288 pages, Includes one 8-page black and white photo section
$14.99
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