City Libraries, City of Gold Coast

For God, country and Coca-Cola, the definitive history of the great American soft drink and the company that makes it, Mark Pendergrast

eng

Includes bibliographical references and index

illustrations

index present

non fiction

For God, country and Coca-Cola

bibliography

Mark Pendergrast

the definitive history of the great American soft drink and the company that makes it

From its invention as a cocaine-laced patent medicine in the Gilded Age to its globe-drenching ubiquity as the definitive symbol of consumer capitalism in the twenty-first century, Coca-Cola's dramatic history unfolds as the ultimate business saga. In this revised edition of "For God, Country and 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

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 uber 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 business lessons -- Note on sources -- Acknowledgments -- Index

adult