Coca-Cola’s strategic and structural transformation boosts profits generated by advertising

Coca-Cola, the soft drinks giant, has driven an increase in the gross profits generated by its advertising as part of a major transformation program in this area of its business.

The Coca-Cola Co., the soft-drinks giant, saw the return on investment (ROI) from its advertising expenditure bubble upwards following a transformation in its strategy and structure.

The Atlanta, Georgia-based company – which owns brands including Fanta,...

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