For God, Country, and Coca-Cola The Definitive History of the Great American Soft Drink and the Company That Makes It

ISBN-10: 0465029175

ISBN-13: 9780465029174

Edition: N/A

Authors: Mark Pendergrast

List price: $22.99 Buy it from $4.32
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Description:

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 ofFor 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. The tale begins with John Pemberton, a morphine-addicted Atlanta pharmacist who invented Coca-Cola as a hangover cure and treatment for “neurasthenia” in 1886, and ends with a company unchallenged in its global dominance, its role strengthened by a successful turnaround after years of mismanagement. In between, a colorful cast of fathers and sons, hustlers and bankers, accountants and would-be movie moguls steered Coca-Cola to its present position, through ups (the introduction of Diet Coke) and downs (the introduction of New Coke). The revised edition covers the many challenges the company has faced in the 21st century, including everything from questions over soda’s role in the obesity crisis to accusations that the company had union employees murdered in South America. Pendergrast also explores how America’s love of the soda has also evolved into a kind of consumer religion, as evidenced by the Holy of Holies-like “Vault” at the World of Coca-Cola Museum in Atlanta, where for a $16 ticket tourists can have their photo taken in front of the safe that holds the sacred and mysterious original formula for Coke. And of course, the book still contains that original formula, now with an additional version from the notes of Frank M. Robinson, the man who named and first marketed Coca-Cola.
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Book details

List price: $22.99
Publisher: Basic Books
Publication date: 5/14/2013
Binding: Paperback
Pages: 560
Size: 6.00" wide x 9.25" long x 1.75" tall
Weight: 1.738
Language: English

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 �ber Alles
Trouble in the Promised Land (1950-1979)
Coca-Colonization and the Communists
Breaking the Commandments
Paul Austin's Turbulent Sixties
Big Red's Uneasy Slumber
The Go-Go Goizueta Era (1980-1997)
Roberto Goizueta's Bottom Line
The Marketing Blunder of the Century
The Big Red Machine
Global Fizz
Quenching All Thirsts (1997-2013)
Ivester Inherits a World of Trouble
Daft Dilemmas
Turnaround
Surging Ahead
World Without End?
The Sacred Formula
Coca-Cola Magic: Thirty-Five Business Lessons
Note on Sources
Acknowledgments
Index
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