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Roberto C. Goizueta left a legacy that extends far beyond Coca-Cola. He's the man who showed that a company could expand by narrowing its focus to soft drink sales and that a brand name could become a marketing juggernaut -The Wall Street Journal (October 20, 1997)

Roberto C. Goizueta left a legacy that extends far beyond Coca--Cola. Hea s the man who showed that a company could expand by narrowing its focus to soft drink sales and that a brand name could become a marketing juggernaut --The Wall Street Journal (October 20, 1997)

Coca-Cola is one of the world's most famous brands and reaches more people on this earth than any other product. This is the biography of the man behind the success: Roberto Goizueta who can be regarded as one of the most successful executives of all time. In 16 years under his leadership, the market capitalization value of Coca-Cola rose 3500% from $4 billion to $150 billion, and sales jumped from $6 billion to $19 billion. When he passed away suddenly in late 1997, Coca-Cola accounted for nearly half of the world's soft drink market. Despite his remarkable achievement to the top of the world's greatest marketing monolith, Roberto Goizueta, a chemical engineering graduate from Yale, had relatively humble beginnings and no marketing background. He fled Fidel Castro's Cuba in 1960 with only $200 in his pocket and 100 shares in Coca-Cola to become in 1992, one of the highest-paid chief executives ever with a $81 million payday. A results-orientated task-master, Goizueta turned Coca-Cola on its heels and disentangled the tradition-bound company. His two biggest career moves - New Coke and Coke's purchase of Columbia Pictures were originally deemed disasters which he converted to triumphs. Unloading assets, reinventing Coke's finances and marching into new markets, Goizueta transformed Coca-Cola into a brand-marketing powerhouse. Coke is not only a marketing slogan, but a whole corporate strategy. Drawing upon interviews with Goizueta and other top executives, and close friends, David Greising does well to chronicle every noted movement of this man of which little was previously known. This is a highly readable book that is not only another business biography, but also explores a brand that has created its own following within a global culture. (Kirkus UK)

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