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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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."

Product Details

ISBN-13: 9780465029174
Publisher: Basic Books
Publication date: 05/14/2013
Edition description: Third Edition
Pages: 560
Sales rank: 236,507
Product dimensions: 6.00(w) x 9.00(h) x 1.50(d)
Age Range: 18 Years

About the Author

Mark Pendergrast is an independent scholar who brews a fantastic cup of coffee. He is the author of many books, including For God, Country and Coca-Cola. He lives in Vermont.

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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