Coke’s secret ingredient: The power of storytelling

• المؤلف الرئيسي: Singapore Management University
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2013
• الموضوعات: Coca-Cola; marketing; storytelling; Advertising and Promotion Management; Business; Business and Corporate Communications
• الوصول للمادة أونلاين: https://ink.library.smu.edu.sg/pers/35; https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1005&context=pers

Coca-Cola was a product developed during the manufacturing era of the second industrial revolution. In its 120-year history, the world has changed. How does Coca-Cola compete and stay relevant in the 21st century with technology brands like Google and Facebook dominating people’s attention? Accordin...