Description
'COCA-COLA IS THE SUBLIMATED ESSENCE OF ALL THAT AMERICA STANDS FOR. A DECENT THING, HONESTLY MADE, AND UNIVERSALLY DISTRIBUTED'In April 1985 Coca-Cola announced that after 100 years Coke would have a new taste. The shock waves spread right across America. How could the company that owned the world's most famous trademark have been so wrong about its significance? Was the whole event a huge publicity stunt designed to launch a new cola and boost the sales of the old one?In THE REAL COKE, THE REAL STORY, award-winning financial journalist Thomas Oliver goes inside the Coca-Cola company to examine one of the most fascinating episodes in the history of American business. It is a story that involves the life of the company itself, from its early boom years, through a period of benign neglect and increasing losses to its arch-rival Pepsi-Cola, to its resurrection in the 1980s under new management. Vividly reported and highly entertaining, THE REAL COKE, THE REAL STORY is also an invaluable lesson in business management.Entertaining and perceptive' DAILY TELEGRAPHISBN:9780330299244
