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The Coca-Cola Company
Donald Keough dies at 88; helped Coke stay dominant during 'soda wars'
Donald Keough dies at 88; helped Coke stay dominant during 'soda wars'

Donald R. Keough, a poor cattleman's son who became president and chief operating officer of Coca-Cola Co. and helped it maintain its worldwide dominance during the "soda wars" of the 1980s, died of natural causes Tuesday in Atlanta. He was 88. Keough rose to the No. 2 job at the beverage giant in 1981 and with Coca-Cola Chairman Roberto Goizueta helped steer it through a prosperous era when its global revenues more than doubled to $14 billion despite one of the worst marketing stumbles in business history. Known as a skillful communicator, Keough played a major role in promoting and then retreating from a controversial 1985 decision to market "New Coke," a...

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