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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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: 352,266
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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