An edition of For God, country and Coca-Cola (1993)

For God, country and Coca-Cola

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

Third Edition: Revised and Expanded.
  • 2.0 (1 rating) ·
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For God, country and Coca-Cola
Mark Pendergrast, Mark Penderg ...
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Last edited by ImportBot
January 14, 2023 | History
An edition of For God, country and Coca-Cola (1993)

For God, country and Coca-Cola

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

Third Edition: Revised and Expanded.
  • 2.0 (1 rating) ·
  • 32 Want to read
  • 1 Have read

How did an innocuous soft drink, more than 99% sweetened water, come to be regarded as "the sublimated essence of all that America stands for"? For God, Country and Coca-Cola is a cultural, social, and economic history of America as seen through the green glass of a Coke bottle. And what a quintessentially American tale it is. Coca-Cola began humbly as a patent medicine amid the fervor and chaos of Reconstruction Atlanta. A shrewd marketeer saw its value as a beverage, and it rapidly grew through the Gilded Age to become the dominant consumer product of the American Century. The key to Coca-Cola's success was ubiquitous advertising, as the Company's master myth-makers first created and then quenched the thirst of a nation. And when World War II carried American troops overseas, the soft drink went as well, laying the foundation for an enduring and lucrative presence.

Drawing on previously untapped archival sources, For God, Country and Coca-Cola paints vivid portraits of the entrepreneurs who led the Company: pious Methodist Asa Candler, who nourished the fledgling enterprise across the threshold of a century; cigar-chomping Robert Woodruff, who hosted presidents at his Georgia plantation; and the aristocratic Roberto Goizueta, whose cosmopolitan background gave him the vision to reach global markets. All have left their indelible imprints on Coca-Cola. Here, too, is a colorful supporting cast of hustlers, swindlers, ad men, and con men who have made the soft drink the most recognizable trademark in the world. The underside of Coca-Cola is also here: shady legal proceedings, cozy arrangements with politicians, brutal treatment of competitors and Third World workers. But, despite its occasionally tarnished image, the Company has marched zealously forward with its cherished product - and its global conquest.

Provocative, controversial, and always entertaining, For God, Country and Coca-Cola reveals how Coke has irrevocably transformed our world. As family saga, cultural history, and, finally, the complete story of an American icon, this book is "the Real Thing."

Publish Date
Publisher
Basic Books
Language
English
Pages
523

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Previews available in: English

Edition Availability
Cover of: For God, country and Coca-Cola
For God, country and Coca-Cola: the definitive history of the great American soft drink and the company that makes it
2013, Basic Books
in English - Third Edition: Revised and Expanded.
Cover of: For God, country, and Coca-Cola
For God, country, and Coca-Cola: the definitive history of the great American soft drink and the company that makes it
2000, Basic Books
in English - 2nd ed., rev. and expanded
Cover of: For God, country, and Coca-Cola
For God, country, and Coca-Cola: the unauthorized history of the great American soft drink and the company that makes it
1993, Scribner's, Macmillan Canada, Maxwell Macmillan
in English

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Book Details


Table of Contents

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 business lessons
Note on sources
Acknowledgments
Index.

Edition Notes

Includes bibliographical references and index.

Published in
New York

Classifications

Dewey Decimal Class
338.7/663620973
Library of Congress
HD9349.S634 C674 2013, HD9349.S634C674 2013

The Physical Object

Pagination
ix, 523 pages
Number of pages
523

ID Numbers

Open Library
OL30663766M
ISBN 13
9780465029174, 9780786723324
LCCN
2012051356

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History

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January 14, 2023 Edited by ImportBot import existing book
December 3, 2022 Edited by ImportBot import existing book
September 18, 2021 Edited by ImportBot import existing book
October 18, 2020 Created by MARC Bot Imported from Library of Congress MARC record