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The other guy blinked : how Pepsi won the cola wars

Author: Roger Enrico; Jesse Kornbluth
Publisher: Tononto ; New York : Bantam, 1986.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
The inside story of the business war that shook the soft-drink industry--the battle between Coca-Cola and Pepsi. Roger Enrico, the president of the Pepsi-Cola Company, attributes the beginning of the battle to the "Pepsi Challenge," an advertising campaign by Coca-Cola's chief rival featuring comparison tests in which consumers expressed a preference for the taste of Pepsi over Coke. The Coca-Cola Company responded  Read more...
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Additional Physical Format: Online version:
Enrico, Roger.
Other guy blinked.
Tononto ; New York : Bantam, 1986
(OCoLC)988273579
Document Type: Book
All Authors / Contributors: Roger Enrico; Jesse Kornbluth
ISBN: 0553051776 9780553051773
OCLC Number: 13860521
Notes: Includes index.
Description: viii, 280 pages ; 24 cm
Responsibility: Roger Enrico and Jesse Kornbluth.
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Abstract:

The inside story of the business war that shook the soft-drink industry--the battle between Coca-Cola and Pepsi. Roger Enrico, the president of the Pepsi-Cola Company, attributes the beginning of the battle to the "Pepsi Challenge," an advertising campaign by Coca-Cola's chief rival featuring comparison tests in which consumers expressed a preference for the taste of Pepsi over Coke. The Coca-Cola Company responded with New Coke, which was a marketing debacle. For Enrico, that was terrific. A marketer to the core, his preoccupation is with the advertising campaigns he employed in the war against Coca-Cola. Enrico has no doubts -- an effective marketing campaign is more important than the product it sells, which makes him the quintessential entrepreneur for the age of advertising. This is a case study of how market-research, imagery, and advertising have taken over American business.

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