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For God, Country, and Coca-Cola
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For God, Country, and Coca-Cola [Format Kindle]

Mark Pendergrast

Prix conseillé : EUR 16,47 De quoi s'agit-il ?
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Descriptions du produit

Présentation de l'éditeur

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.”

Détails sur le produit

  • Format : Format Kindle
  • Taille du fichier : 2619 KB
  • Nombre de pages de l'édition imprimée : 562 pages
  • Pagination - ISBN de l'édition imprimée de référence : 0465029175
  • Editeur : Basic Books; Édition : Enlarged 2nd (14 mai 2013)
  • Vendu par : Amazon Media EU S.à r.l.
  • Langue : Anglais
  • Synthèse vocale : Activée
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  • Classement des meilleures ventes d'Amazon: n°72.225 dans la Boutique Kindle (Voir le Top 100 dans la Boutique Kindle)
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1 internautes sur 1 ont trouvé ce commentaire utile 
4.0 étoiles sur 5 Good for a comprehensive history of Coca-Cola but too long winded 4 novembre 2013
Par Charles Chan - Publié sur
Format:Format Kindle|Achat vérifié
Interesting for a more than detailed reading of Coca-Cola history. It's too detailed in certain part such as the world world two session. If the whole book could be compressed to half the present size, that will be even better.
1 internautes sur 1 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Engrossing 29 septembre 2013
Par Bill - Publié sur
Format:Format Kindle|Achat vérifié
Great insight into one of the iconic American companies! Intriguing expose' of the individual's responsible for development and marketing of a soft drink that would probably not be approved if introduced today under the strict rules of the current FDA.
1 internautes sur 1 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 The Good, the Bad, the Everything Coca-Cola 31 juillet 2013
Par Kitty Werner - Publié sur
For God, Country, and Coca-Cola is not just a heck of a read, but quite a study in capitalism, promotion, and planning for the future. The lessons to be learned from studying the rise of Coca-Cola, from humble beginnings attempting to create a drink formula meant to cure anything that could possibly ail you, to one of the most imbibed drinks in the world, are a business course within 560 pages.

Mark's deeply researched tome is rich with detail, facts, and humor. Nothing escapes scrutiny as controversy and successes are covered at length, and fairly. Early hard-headed business practices bumped up against reality, threatening to leave the company behind. For example, when selling soda from soda fountains was the only way to sell drinks, why would anyone want to sell in bottles? To reach more buyers? That was a hurdle to leap over for the old-fashioned-thinking CEO. Finally giving way to progress, the bottling operations soon outsold the fountain sales. Coping with too much success in the early days meant filling orders, even when sugar prices soared, but the drink still cost a nickel and the contracts were in favor of the bottlers. Not to mention the squabbles between the bottlers and the "Company." Or dealing with the negative press about the ingredients initially thought to "cure" those ailments, but in fact, the coca leaves and cocaine sure made the drink popular in the early days, if not addictive, as some thought and railed against nationally, labeling the company with a bad reputation.

Imitation may be the sincerest form of flattery, but not if your business is vulnerable, as competition starting catching up while playing the same business game. Dealing with disasters, internal and external brought new challenges throughout Coca-Cola's history. This is the definitive history, the good, the bad, the ugly, and how the company coped and overcame it all.

While such a long, detailed, descriptive book might seem intimidating to pick up, be assured that it is a fascinating read with nary a dull moment on any page. It reads like a top-selling novel--it is that good.
2 internautes sur 3 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Not reading this would just be un-American! 4 juillet 2013
Par Joseph J. Hempel Jr. - Publié sur
Format:Format Kindle
This review has videos and images and can be seen at topoftheheapreviews(doc)com

When you think of Coca-Cola today you probably think about how it's said a 6-pack can take the rust of a carburetor, or how soda in general is the cause of most of the overweight issues in people today. Once upon a time though, Coca-Cola was an American icon. Still, I look back at the history of Coca-Cola and see scenes of days gone by when times were simpler and the smooth refreshing taste could change your day. For God, Country, and Coca-Cola is a comprehensive, no holds-barred history about the beginnings, the rise, and the trials and tribulations of one organization trying to keep its place in Americana history.

Coca-Cola is an icon of a business, and it's an icon of American culture. Mark Pendergrast has taken almost two decades and created the authoritative history of this company. From it's humble beginnings (albeit incredibly shady) through its rise in international markets, the Pepsi war, the dreaded formula change, and everything in between. You will learn everything you wanted to know and much more.

The book is a completely unbiased look at the company. Mark Pendergrast has carefully given you the facts from the research that he's done only providing a bit of fiction at the beginning of each section. These are pieces that are small stories of how things probably went in order to open each chapter. While fictitious in nature, they are well crafted and probably pretty close to how things went down.

Another big component of the book is how the world looked at Coca-Cola. In Soviet Russia one leader would only drink Coke and had the can changed so that those that were even higher didn't know they were drinking a banned American product. It was also said that in Nazi Germany it was one of the only drinks Hitler would drink. With Coca-Cola going around the world advertising executives surmised that foreign nations would have difficulty differentiating America from the company of Coca-Cola, and that it might not be that big of problem.

People are going to read this book differently, and it's divided into parts, chapters, and a sort of sub-chapter to easily find things that are of interest to you. For me, it was the WWII advertising and on through the 70′s and 80′s. The evolution in the way they were advertising moving from the Rockwellian and Sundbloom type of oil paintings depicting Jolly St. Nick and wholesome families to a more inner peace and world peace.

Remember these lyrics? "I'd like to teach the world to sing, in perfect harmony. I'd like to buy the world a coke, and keep it company; It's the real thing!" Now that you have the song going through your head, I'll wait for you to finish singing before moving on. If not, then here you go. First appearing in 1971.

Done? Try getting that out of your head for the rest of the day! You're welcome.

One thing I found interesting in the book is how he talked about how radio stations didn't like that they were essentially giving New Seekers (the group that did the song) and Coke free advertising when it was released as a 45lp. They changed the lyrics to remove any mention of Coca-Cola, but every time you heard the song, that's what you thought. The perfect subliminal message.

Who could forget the "Mean Joe" Greene commercial? It was so good, that it was pushed up an entire year for air! It reached such critical acclaim that one former Pepsi ad-maker stated that it was "the perfect commercial."

The above instances are only just a couple pieces of information that I found neat. Another instance goes all the way back to the beginning when it was originally derived by Pemberton Chemical Company to be a tonic to cure headaches and other ailments to capitalize on that booming tonic business, as well as be a refreshing drink. Who would have thought that the beginnings of Coca-Cola had intentions of being a drink for health?

The book is very dense, but it's well thought out, it's written in an interesting way. The appendix and sources are listed out in detail and you really can't ask for a better compendium of all things coke.

You probably aren't going to find every bit of history interesting or enthralling, but you'll find enough backstabbing and underhanded practices that it'll make some recent thrillers look like child's play, because this actually happened. You'll also find at least something that you will enjoy, be it the advertising and marketing like myself, the Pepsi war, or how Coca-Cola was presented internationally through the war, and how other countries seem to think Coca-Cola and America were the same.

What I personally took away from this book, and what I found the most interesting were the marketing and advertising. The images in the book bring back to me what I always found endearing to the Coke product, and it was really great to hear about the stories behind those ads and how they effected the population, good or bad.

Mark doesn't just go over the good points of the company. He fully details the failures, as well as the attacks on Coke for being unhealthy, and a killer, and responsible for the obesity in America. You will read how they have tried, and are still trying to overcome that stigma. From bottling water and the problems from there, and trying to make their product taste good, and become more healthy. This year (2013) they've even launched an ad campaign to promote healthy portions, citing that even Coca-cola is part of the obesity epidemic. All of the advertising that they have done, from beginning to end goes towards family, togetherness, and a better life style.

No matter the stigma you have of Coca-Cola, they have always been on the front lines to provide clean water, and as much help as they can when disaster strikes, and it doesn't matter the country.

In this book you get to see exactly why Coca-cola is just as American as apple pie.

For God Country & Coca-Cola, you will never look at a Coca-Cola on the shelf of a store, the same way again, that is for certain.

The Bottom Line: This will be a difficult book to get through for a lot of people if they aren't very interested in Coke. It's definitely a niche audience piece. If you are one that is inclined to buy this book, you will be richly rewarded with well detailed, well written, and well thought out information. From the start of the company to today's standing, Mark leaves nothing behind. It's twenty years in the making, and it was worth the wait. I've only scratched the tip of the iceberg with this review. I could probably write a book in of itself in just reviewing this tome. I hope you go and check it out, this book goes well and beyond what any book should do, and it's very obvious that Mark Pendergrast has a great love for Coca-Cola.
1 internautes sur 2 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Entertainment and History Combined 1 janvier 2014
Par margaret harrington - Publié sur
I give this book top rating because it's an interesting story well told with lots of historical facts presented as a never dull roll out of one of the most successful American products of all time.
This is not your typical coca cola table book to sit there next to the glass jar full of bottle caps from every state in the Union. This is a fascinating read.
I particularly liked the section on the birth of advertising in America and Coca Cola was there!
Search for the original recipe for the elixir of trillions. This book is for anyone interested in how to market a product and anyone who wants to find out why they buy that product, As the poet says, "Love is a coke bottle,green, twisting, international/ bought, sold, stolen, dispensed."
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