I'd Like The World To Buy A Coke

The Life and Leadership of Roberto Goizueta

Roberto Goizueta's formula was simple: Invest every ounce of energy, money, intelligence, and courage into selling Coca-Cola to more people in more places every day. Thus, during his 16 years as CEO, the Coca-Cola Company grew from a $4 billion company to $18 billion in sales. Coke's presence was broadened and deepened in almost every country in the world. And Coca-Cola's stock market value jumped from $4.3 billion in 1981 to $180 billion - a 3,500 percent increase. When Goizueta died suddenly in October 1997, Coke controlled nearly half of the world's soft-drink market. I'd Like The World To Buy A Coke is a compelling profile of this exceptional executive and one of the world's most successful and admired companies. Griesing's behind-the-scene insights into Coke's high-profile business stories and Goizueta's unique management style provide an indispensable primer on business leadership and world-class marketing.