Advertising & Promotion Campaigns of Coca-Cola in the European Union Executive Summary 1 Coca-Cola, which was named Beverage Industry's 1999 Company of the Year, has embraced a decentralized operating philosophy, recognizing that each market in which they operate has "different demands which must be met in unique ways"1. Coca-Cola Enterprises (The European bottler for Coke) CEO Henry Schimberg has stated that although they have well-defined general policies, much of the responsibility to succeed and make decisions has to …showed first 75 words of 2777 total…

…showed last 75 words of 2777 total…-3820 http://www1.xls.com/cgi-bin/bnisuite.exe (01130860) 21.) Source: Campaign:5, July 22, 1994. ISSN: 0008-2309 http://www1.xls.com/cgi-bin/bnisuite.exe (01037857) 22.) Mattelart, Armand; Advertising International; Comedia; New York; 1991; pg. 56. 23.) Louis, J.C.; The Cola Wars; Everest House, Publishers; New York; 1980; pg. 154 24.) Louis, pg. 155 24.) Louis, pg. 166 26.) Louis, pg. 166 27.) World Wide Web: http://www.washingtonpost.com;80/wp-srv/Wplate/1999-06/21/0691-062199-idx.html 28.) World Wide Web: http://cbs.marketwatch.com/archive/19990622/news/current/ko.htx?source=htx/http2_mw.