Who was Roberto Goizueta?
He was the chemical engineer with no marketing background who vaulted to the top of the world′s greatest marketing monolith. A results–oriented taskmaster, he turned Coke upside down by declaring there would be “no sacred cows” at the tradition–bound company. Two of his biggest career moves–New Coke and Coke′s purchase of Columbia Pictures–were disasters that he converted into triumphs. Unloading assets, reinventing Coke′s finances, and marching into new markets around the globe, Goizueta transformed Coca–Cola into a new kind of company: the brand–marketing powerhouse. For Goizueta, the words “Coke Is It” were more than just a marketing slogan; they described a corporats strategy. Goizueta became a hero to his fellow chief executives, to Coke′s stockholders, and to Coke drinkers around the world. His controversial $81 million payday for 1991 made him one of the highest–paid chief executives ever. But, until now, little has been known about the man. I′d Like the World to Buy a Coke take
He was the chemical engineer with no marketing background who vaulted to the top of the world”s greatest marketing monolith. A results-oriented taskmaster, he turned Coke upside down by declaring there would be “no sacred cows” at the tradition-bound company. Two of his biggest career moves- New Coke and Coke”s purchase of Columbia Pictures- were disasters that he converted into triumphs. Unloading assets, reinventing Coke”s finances, and marching into new markets around the globe, Goizueta transformed Coca-Cola into a new kind of company: the brand-marketing powerhouse. For Goizueta, the words “Coke Is It” were more than just a marketing slogan; they described a corporate strategy. Goizueta became a hero to his fellow chief executives, to Coke”s stockholders, and to Coke drinkers around the world. His controversial $81 million payday for 1991 made him one of the highest-paid chief executives ever. But, until now, little has been known about the man. I”d Like the World to Buy a Co
