Coca-Cola is the world's best known brand and perhaps the most quintessentially American one: a beverage with no nutritional value, sold variously as a remedy, a tonic and a refreshment. The story of Coca-Cola is also a tale of carbonization, soda fountain shops, dynastic bottling businesses, and ultimately, globalisation and billion-dollar promotional campaigns. New York reporter Constance L. Hays examines the 116 year history of Coca-Cola by describing the charismatic, driven men who, generation after generation, made Coke the world's best known brand: the Cuban exile who worked his way up the company to become Chief Executive is just one of the senior managers whose grip on the company led it down extraordinary paths. Starting with its creation after the Civil War and continuing with its dominion of the domestic and world-wide soft drink business, the story of Coca-cola is one of opportunity, hope, teamwork and love as well as salesmanship, hubris, ambition and greed.
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Constance Hays has been a reporter for The New York Times since 1986 where she covered the food and drink industry for three years.Review:
"Constance Hays has written a lively account of how the company reached this global status-and an even more detailed account of how, in the late 1990s, it seemed to lose its way." The Sunday Times "Coca-Cola no longer bestrides the world as it once did. The glory days are over-The chain of events that led to this situation is nicely chronicled-in this entertaining and well-researched book-Anyone interested in the rise and fall of great corporations - and especially the people trying to run them - will learn a lot from this book." The Sunday Telegraph "Colourful and timely-Constance Hays has produced a wellresearched and objective account of-a business that now sells enough Coke to build a stack of crates that would almost reach Mars'" The Saturday Telegraph
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Book Description Hutchinson, 2004. Hardcover. Book Condition: New. book. Bookseller Inventory # 0091799686