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


9780312617950
Retail Price: $25.99
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Format: Hardcover, 272pp.
ISBN: 9780312617950
Publisher: St. Martin's Press
Pub. Date: October 25, 2011

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Description and Reviews
From The Publisher:

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. It 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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When Neville Isdell came out of retirement to accept the job of chairman and CEO of Coca-Cola in 2004, he inherited a company in decline that two previous CEOs had failed to revive. In this engaging and refreshingly candid memoir, Isdell combines personal and professional anecdotes to tell the story of his 30 years at Coca-Cola, from his first job as a young man at a bottler operation in Zambia to his challenging years in the C-Suite. Through Isdell’s global postings across Eastern Europe, the Middle East, the Philippines, and Africa, we are treated to an inside view of a corporate behemoth’s international journey of expansion and its struggle for market share. Recollections of conversations and life choices with his wife and constant supporter, Pamela, permeate the pages and humanize what could have been a formulaic business memoir; through his lively dialogue and vivid storytelling, instead, we have an image of a husband and father, rugby player, and champion for social responsibility who also happened to lead one of the largest companies in the world through a turnaround. Isdell’s debut work is captivating and delightful, sure to simultaneously charm and enlighten about global business and leadership.
—Publishers Weekly


 
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