For God, country & Coca-Cola : the definitive history of the great American soft drink and the company that makes it /
For God, country and Coca-Cola
Mark Pendergrast.
- 3rd ed. : rev. and expanded.
- New York : Basic Books, c2013.
- ix, 523 p. : ill. ; 24 cm.
Preface -- Prologue: a parable (January 1, 1985) -- 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 -- Heretics and true believers (1900-1922) -- Success under siege -- Dr. Wiley weighs in -- The sinister syndicate -- Coca-Cola's civil war -- 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 -- Trouble in the Promised Land (1950-1979) -- Coca-colonization and the communists -- Breaking the commandments -- Paul Austin's turbulent sixites -- Big Red's uneasy slumber -- The Goizueta go-go era (1980-1997) -- Roberto Goizueta's bottom line -- The marketing blunder of the century -- The big red machine -- Global fizz -- Quenching all thirsts (1997-2012) -- Ivester inherits a world of trouble -- Daft dilemmas -- Turnaround -- Surging ahead -- World without end? -- Appendix 1: The sacred formula -- Appendix 2: Coca-Cola magic : thirty-five business lessons.
Cultural, social, and economic history of America as seen through the development of Coca-Cola company.
9780465029174 (pbk. : alk. paper) 0465029175
2012051356
Soft drink industry--History.--United States Soft drink industry--History. Beverage industry--History.--United States