A CEO's Life Story of Building the World's Most Popular Brand
Author: Neville Isdell with David Beasley
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 thirty years, retiring in 2009 as Chairman after rebuilding the tarnished brand image of the world's leading soft-drink company. Inside Coca-Cola tells an extraordinary personal and professional worldwide 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, the 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, and filled with stories and lessons appealing to anyone 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.
St. Martin's Griffin
In The News
“Captivating and delightful, sure to simultaneously charm and enlighten about global business and leadership.” —Publishers Weekly (starred review)
“For anyone seeking a short history of Coke, a lesson in juggling family and a job, or a look at how to turn around a stumbling giant of a company, the book is necessary reading.” —Financial Times
“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)