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E. Neville Isdell: Moving beyond linear market research

15th Sep 2009
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E. Neville Isdell, former chairman and CEO of The Coca-Cola Company, explains how the firm collaborated with customers in the process leading up to the creation and launch of Coke Zero.

E. Neville Isdell is the former chairman and chief executive officer of The Coca-Cola Company, a position he held from June 2004 until July 2008. Previously he had held a number of other positions within the Coca-Cola family including chairman and CEO of Coca-Cola Beverages Plc in Great Britain from 1998 to 2000. Isdell is chairman of the board of trustees of the International Business Leaders Forum.

During this extensive history, Isdell has learned that successful marketing comprises part intuition and part common sense. And as he explains in this video interview, some of the best market research comes simply from talking with your customers and looking to what others doing.

This video is supplied courtesy of Fifty Lessons. To find out more about Fifty Lessons click here.

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