For God, Country, and Coca-Cola: The Definitive History of the Great American Soft Drink and the Company That Makes It

For God, Country, and Coca-Cola: The Definitive History of the Great American Soft Drink and the Company That Makes It

by Mark Pendergrast

Paperback(Third Edition)

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Overview

From its invention as a cocaine-laced patent medicine in the Gilded Age to its globe-drenching ubiquity as the ultimate symbol of consumer capitalism in the twenty-first century, Coca-Cola's dramatic history unfolds as the ultimate business saga. In this fully revised and expanded edition of For God, Country & Coca-Cola, Mark Pendergrast looks at America's cultural, social, and economic history through the bottom of a green glass Coke bottle and tells the captivating story of the world's most recognizable consumer product.

Product Details

ISBN-13: 9780465029174
Publisher: Basic Books
Publication date: 05/14/2013
Edition description: Third Edition
Pages: 560
Sales rank: 387,047
Product dimensions: 6.00(w) x 9.00(h) x 1.50(d)
Age Range: 18 Years

About the Author

Mark Pendergrast is a freelance journalist and the author of six works of non-fiction, most recently Japan’s Tipping Point: Crucial Choices in the Post-Fukushima World.

Table of Contents

Preface ix

Prologue: A Parable (January 1, 1985) 1

Part I In the Beginning (1886-1899)

1 Time Capsule: The Golden Age of Quackery 7

2 What Sigmund Freud, Pope Leo, and John Pemberton Had in Common 16

3 The Tangled Chain of Title 32

4 Asa Candler: His Triumphs and Headaches 45

5 Bottle It: The World's Stupidest, Smartest Contract 66

Part II Heretics and True Believers (1900-1922)

6 Success Under Siege 83

7 Dr. Wiley Weighs In 101

8 The Sinister Syndicate 116

9 Coca-Cola's Civil War 128

Part III The Golden Age (1923-1949)

10 Robert W. Woodruff: The Boss Takes the Helm 143

11 A Euphoric Depression and Pepsi's Push 162

12 The $4,000 Bottle: Coca-Cola Goes to War 184

13 Coca-Cola Über Alles 201

Part IV Trouble in the Promised Land (1950-1979)

14 Coca-Colonization and the Communists 219

15 Breaking the Commandments 233

16 Paul Austin's Turbulent Sixties 256

17 Big Red's Uneasy Slumber 277

Part V The Go-Go Goizueta Era (1980-1997)

18 Roberto Goizueta's Bottom Line 309

19 The Marketing Blunder of the Century 328

20 The Big Red Machine 344

21 Global Fizz 367

Part VI Quenching All Thirsts (1997-2013)

22 Ivester Inherits a World of Trouble 399

23 Daft Dilemmas 413

24 Turnaround 435

25 Surging Ahead 451

26 World Without End? 470

Appendix 1 The Sacred Formula 487

Appendix 2 Coca-Cola Magic: Thirty-Five Business Lessons 494

Note on Sources 502

Acknowledgments 506

Index 507

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For God, Country and Coca-Cola: The Definitive History of the Great American Soft Drink and the Company That Makes It 5 out of 5 based on 0 ratings. 2 reviews.
Ted Morgan More than 1 year ago
I read this years ago before the revisions while I still followed soft drinks in business news. Mr. Pendergrast is a splendid journalist and scholar. His subject is still one of the most intriguing companies in the world. It is almost an autonomous institution. The author has also written about coffee and the city of Atlanta among other subjects. I think anyone interested in popular culture, advertising, and business would delight in this work. The standard reviews of this work cover the book well but reading it is "a real pleasure."
Anonymous More than 1 year ago
This is a really interesting book. I was most interested in learning that Coca-Cola started out as a cocaine infused product. Five stars for author Mark Pendergrast.