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THE REAL COKE, THE REAL STORY Oliver, Thomas: THE REAL COKE, THE REAL STORY New York: Random House, 1986. First edition. >From Publishers Weekly Atlanta business journalist Oliver here tackles a terrific story and tells it splendidly. In the 1970s, Coca-Cola, the secret-formula soft drink dating back to the 1890s was a worldwide bestseller leading the field two to one, its flavor and signature known everywhere. The Georgia-based company's complacent management, however, presently was rocked by a massive advertising and marketing challenge from its only near rival, Pepsi-Cola. Hand-picked by retiring management patriarch Robert Woodruff, Chairman Roberto Goizueta and a new top echelon set out to liven up the company with executives who took risks, made profitable acquisitions (Columbia Pictures), developed new products (Cherry Coke), and who created sprightlier dividend action. Overlooked was Coke's special status as something even more American than Mom and Apple Pie. The big push led to the big change - a new Coca-Cola taste, not in addition to but instead of, an error rivaling Ford's Edsel. A consumer revolt , street-pourings, hysterical phone calls and mountains of mail forced the revival of "classic" Coke. Copyright 1986 Reed Business Information, Inc. Very Good with Very Good dust jacket. Former owner's bookplate on first free endpaper. Dust jacket lightly worn. starting bid: $3.00 http://tinyurl.com/x899 -- Don and Meg Jernigan The Ink Company 5930 Dillingham Avenue Shreveport, LA 71106 Phone: 318-773-2153 FAX: 253-369-5197 http://www.inkcobooks.com ________________________
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