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

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Basic Books, 2000 - Business & Economics - 621 pages
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For God, Country and Coca-Cola is the unauthorized history of the great American soft drink and the company that makes it. From its origins as a patent medicine in Reconstruction Atlanta through its rise as the dominant consumer beverage of the American century, the story of Coke is as unique, tasty, and effervescent as the drink itself. With vivid portraits of the entrepreneurs who founded the company—and of the colorful cast of hustlers, swindlers, ad men, and con men who have made Coca-Cola the most recognized trademark in the world—this is business history at its best: in fact, “The Real Thing.”
 

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For God, country, and Coca-Cola: the unauthorized history of the great American soft drink and the company that makes it

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Coca-Cola is one of the most celebrated products of this century. The trials and successes of Coke and its manufacturer, ranging from its invention to the wars with Pepsi, unfold in a historical ... Read full review

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Contents

Time Capsule The Golden Age of Quackery
7
What Sigmund Freud Pope Leo and John Pemberton Had in Common
17
The Tangled Chain of Title
34
Asa Candler His Triumphs and Headaches
47
Bottle It The Worlds Stupidest Smartest Contract
69
Heretics and True Believers 19001922
83
Success Under Siege
87
Dr Wiley Weighs In
107
Paul Austins Turbulent Sixties
271
Big Reds Uneasy Slumber
293
The Corporate Era 19801999
323
Roberto Goizuetas Bottom Line
327
The Marketing Blunder of the Century
347
The Big Red Machine
364
Global Fizz
390
Ivester Inherits a World of Trouble
424

The Sinister Syndicate
123
CocaColas Civil War
135
The Golden Age 19231949
147
Robert W Woodruff The Boss Takes the Helm
151
A Euphoric Depression and Pepsis Push
172
The 4000 Bottle CocaCola Goes to War
195
CocaCola Über Alles
213
Trouble in the Promised Land 19501979
227
CocaColonization and the Communists
231
Breaking the Commandments
246
World Without End?
440
The Sacred Formula
456
CocaCola Magic Thirty Business Lessons
461
Notes
469
Bibliography
583
Interviews
593
Acknowledgments to First Edition
596
Acknowledgments to Revised Edition
599
Index
601
Copyright

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Page 2 - But unlike the wartime letters, which expressed heartfelt gratitude, these contained feelings of betrayal: "Changing Coke is like God making the grass purple." "I don't think I would be more upset if you were to burn the flag on our front yard." Roberto Goizueta and his cohorts were taught a quick, incisive business lesson, and they finally capitulated, bringing back the old Coke to a grateful world. The issue was not taste. The issue was not marketing surveys or focus groups. The issue was God....

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About the author (2000)

Mark Pendergrast was born in Atlanta and is a graduate of Harvard University. A business journalist, he has published articles and reviews in a number of magazines and newspapers, including the New York Times, the Sunday Times (London), and Financial Analyst.

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