How Coke Markets to the World: An Interview With Marketing Executive Ira C. Herbert

Abstract

Ira C. Herbert, The Coca‐Cola Company's chief marketing officer, reveals how Coke tailors its global marketing strategy to satisfy the tastes of 155 nations.

Citation

(1988), "How Coke Markets to the World: An Interview With Marketing Executive Ira C. Herbert", Journal of Business Strategy, Vol. 9 No. 5, pp. 4-7. https://doi.org/10.1108/eb039248