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The unauthorized history of the great American soft drink and the company that makes it. Pendergrast tells the full story of why Coke--more than 99% sweetened water--is the quintessential American product and how it changed the course of American capitalism. Also reveals high jinks, family dramas, and shady deals behind the scenes. Three 8-page photo inserts.
|Notes on the Text|
|Prologue: A Parable (January 1, 1985)||1|
|Pt. I||In the Beginning (1886-1899)||5|
|1||Time Capsule: The Golden Age of Quackery||9|
|2||What Sigmund Freud, Pope Leo, and John Pemberton Had in Common||19|
|3||The Tangled Chain of Title||37|
|4||Asa Candler: His Triumphs and Headaches||50|
|5||Bottle It: The World's Stupidest, Smartest Contract||72|
|Pt. II||Heretics and True Believers (1900-1922)||85|
|6||Success Under Siege||89|
|7||Dr. Wiley Weighs In||109|
|8||The Sinister Syndicate||125|
|9||Coca-Cola's Civil War||137|
|Pt. III||The Golden Age (1923-1949)||151|
|10||Robert W. Woodruff: The Boss Takes the Helm||155|
|11||A Euphoric Depression and Pepsi's Push||176|
|12||The $4,000 Bottle: Coca-Cola Goes to War||199|
|13||Coca-Cola Uber Alles||218|
|Pt. IV||Trouble in the Promised Land (1950-1979)||233|
|14||Coca-Colonization and the Communists||237|
|15||Breaking the Commandments||252|
|16||Paul Austin's Turbulent Sixties||277|
|17||Big Red's Uneasy Slumber||299|
|Pt. V||The Corporate Era (1980-1989)||329|
|18||Roberto Goizueta's Bottom Line||333|
|19||The Marketing Blunder of the Century||354|
|21||World Without End?||398|
|Epilogue: The Nineties Erupt (1990-1992)||411|
|Appendix: The Sacred Formula||421|
Posted December 14, 2013
Posted May 21, 2000
An incredible book written like an artist. Mark takes you back to the 1800's until now with incredible facts and shows you that is isn't easy to make a product that can stand the test of time and it's even harder not to lose it. There are many lessons to be learned from this book. A masterpiece.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted February 8, 2000
I couldn't stop reading from the beginning to the end. A lot of episodes and history of coca-cola in this book really amazed me. The author did a wonderful research. I will buy more copies for my friends. Best bet!Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted February 1, 2000
This book contains millions of interesting episodes about Coca-cola. I was so excited to read this book. You can tell how hard this author did work on research on this book. The author makes us realize that Coca-cola is not only part of American History, but also a part of World History.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted March 6, 2010
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