The Real Thing

The Real Thing

Truth and Power at the Coca-Cola Company

Book - 2004
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Baker & Taylor
A history of the Coca-Cola brand traces its creation after the Civil War through its rise to a dominating force in the worldwide soft-drink business and describes the ambition, technologies, and marketing endeavors that contributed to its growth. 35,000 first printing.

Blackwell North Amer
Constance L. Hays examines a century of Coca-Cola history through the charismatic, driven men who used luck, spin, and the open door of enterprise to turn a beverage with no nutritional value into a remedy, a refreshment, and the world's best-known brand. The story of Coke is also a catalog of carbonation, soda fountains, dynastic bottling businesses, global expansion, and outsize promotional campaigns, including New Coke, one of the greatest marketing debacles of all time. By examining relationships at all levels of the company, The Real Thing reveals the psyche of a great American corporation and how it shadows all business, for better or worse.

Baker
& Taylor

Traces the history of the Coca-Cola brand from its creation after the Civil War through its rise to a dominating force in the worldwide soft-drink business.

Publisher: New York : Random House, c2004
Edition: 1st ed
ISBN: 9780375505621
0375505628
Branch Call Number: 338.766 H334r
Characteristics: xiv, 398 p. ; 25 cm

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