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For God, country and Coca-Cola : the definitive history of the world's most popular soft drink

Author: Mark Pendergrast
Publisher: London : Orion Business, 2000.
Edition/Format:   Print book : English : Revised, updated editionView all editions and formats
Summary:
"Mark Pendergrast's history is a microcosm of American enterprise. Invented as a patent medicine with a cocaine kick, Coca-Cola is today 99 per-cent sugar water, the world's most distributed product, available in over 185 countries, more than the membership of the United Nations.;All a far cry from the chance invention of Dr. John Smith Pemberton, a morphine addict in Atlanta, Georgia, just over a century  Read more...
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Genre/Form: History
Document Type: Book
All Authors / Contributors: Mark Pendergrast
ISBN: 1842030426 9781842030424
OCLC Number: 1008431843
Description: xiv, 621 pages, 24 unnumbered pages of plates : illustrations, portraits ; 24 cm
Contents: Prologue: a parable (January --, --985) --
Part I. In the beginning (1886-1899). Time capsule: the golden age of quackery --
What Sigmund Freud, Pope Leo, and John Pemberton had in common --
The tangled chain of title --
Asa Candler: his triumphs and headaches --
Bottle it: the world's stupidest, smartest contract --
Part II. Heretics and true believers (1900-1922). Success under siege --
Dr Wiley weighs in --
The sinister syndicate --
Coca-Cola's civil war --
Part III. The golden age (1923-1949). Robert W. Woodruff: the boss takes the helm --
A euphoric depression and Pepsi 's push --
The $4,000 bottle: Coca-Cola goes to war --
Coca-Cola über alles --
Part IV. Trouble in the Promised Land (1950-1979). Coca-colonization and the communists --
Breaking the commandments --
Paul Austin's turbulent sixties --
Big red's uneasy slumber --
Part V. The corporate era. Roberto Goizueta's bottom line --
The marketing blunder of the century --
The big red machine --
Global fizz --
Ivester inherits a world of trouble --
World without end? Appendix 1. The sacred formula --
Appendix 2. Coca-Cola magic: thirty business lessons.
Other Titles: For God, country & Coca-Cola
Responsibility: Mark Pendergrast.

Abstract:

A history of Coca-Cola which in turn reflects American enterprise. Invented as a patent medicine with a cocaine kick, Coca-Cola is now 99 per cent sugar water, the world's most distributed product,  Read more...

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