Front cover image for Odyssey : Pepsi to Apple--a journey of adventure, ideas, and the future

Odyssey : Pepsi to Apple--a journey of adventure, ideas, and the future

The chronicle of one of the decade's most dramatic corporate turnarounds
Print Book, English, 1988, ©1987
1st Perrenial Library ed View all formats and editions
Harper & Row, New York, 1988, ©1987
collective biographies
xiv, 450 pages, 16 unnumbered pages of plates : illustrations ; 21 cm
9780060915278, 0060915277
20257860
Boot camp
Changing the ground rules
The cola wars
Why there are so few good marketing people
A telephone call
The third wave
Fish on a hook
The new loyalty
"The guy from corporate America"
The rise of skeptical man
The awesome Mac
Managing creativity
The "dynamic duo"
Laying claim to "share of mind"
A company in trouble
Managing through crisis
The brink of collapse
Planning for the future
A real-life dynasty
Living out the genetic code
The new spirit
The geography of learning
A new Apple
Spinouts
Epilogue: a twenty-first century renaissance