Behemoth on a tear
After years of marginal market share growth, languid product development, and stodgy marketing, Coca-Cola Co. is revving up its fortunes. It is tweaking every aspect of global marketing, adding cutting-edge advertising, new packaging, product sampling, and high-profile sponsorships. The rejuvenation...
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| Veröffentlicht in: | Bloomberg businessweek (Online) 1994-10 (3392), p.54 |
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| creator | Mallory, Maria |
| description | After years of marginal market share growth, languid product development, and stodgy marketing, Coca-Cola Co. is revving up its fortunes. It is tweaking every aspect of global marketing, adding cutting-edge advertising, new packaging, product sampling, and high-profile sponsorships. The rejuvenation of Coke has become a personal quest for CEO Roberto C. Goizueta. Behind the new product offensive is M. Douglas Ivester, Coke's new president and chief operating officer. Ivester made 2 bold moves: He gave Creative Artists Agency carte blanche to revitalize Coke's advertising, and he rehired Sergio Zyman as chief of marketing. |
| format | Magazinearticle |
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| fulltext | fulltext |
| identifier | ISSN: 0007-7135 |
| ispartof | Bloomberg businessweek (Online), 1994-10 (3392), p.54 |
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| language | eng |
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| source | EZB-FREE-00999 freely available EZB journals |
| subjects | Advertising Beverage industry Case studies Consumers Corporate profits Earnings per share Financial performance Goizueta, Roberto Innovations International markets Market entry Market shares Marketing Multinational corporations Product development Strategic planning |
| title | Behemoth on a tear |
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