Within an arm’s reach of desire – global marketing

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Global marketing has become a reality, the product most representative of this process is Coca-Cola’s Robert Woodruff, former chairman of The Coca-Cola Company stated in 1923, that Coca-Cola should always be ‘Within an arm’s reach of desire’. This study examines how this mission has continued to drive the Company’s marketing strategy, enabling Coca-Cola to build a strong global presence in a world in which citizens on all continents are seeking to purchase leading ‘brands’. Coca-Cola is the most recognised brand name in the world with…

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