The Definitive History Of The World's Most Popular Soft Drink.
"Coke" is the most universally recognised word on earth. Coca-Cola is the world's leading brand and sells in 185 countries. The company's annual advertising and marketing spend worldwide is $4 billion.
Invented just over a hundred years ago as cocaine-laced patent medicine, Coca-Cola (now minus the cocaine) has succeeded beyond the wildest dreams of its inventor. In this definitive biography, now fully revised and updated, Mark Pendergrast gets behind the scenes and tells the incredible story of how a soft drink came to be regarded as "the sublimated essence of all that America stands for".
Includes "The Secret Formula" and 30 business lessons from Coca-Cola.
