Secret Formula

“A clear, convincing, anecdotal, often fascinating portrayal not just of Coca-Cola’s corporate brilliance, but of how it inveighed its way into the center of American, and world, consciousness.” —Financial Times
 
“[A] highly entertaining history . . . A juicy look at wheeling-dealing, litigation, global hustling, cola wars and the marketing savvy that carved a niche for Coke in the American social psyche.” —Publishers Weekly
 
“At times the book reads like a Russian novel combined with a thriller. It will appeal to the general reader as well as to students of history.” —Library Journal
 
“Allen seems to have had unprecedented access to company insiders, corporate archives, and private papers, and he uncovers a trove of information about corporate political clout at home and abroad. . . . Allen successfully contributes to the fascinating lore surrounding this symbol of American culture and enterprise.” —Booklist

Auteur

Frederick Allen was an award-winning reporter and political columnist with the Atlanta Journal-Constitution from 1972 to 1987, after which he joined CNN as a chief analyst and commentator covering the 1988 presidential election. His essays for the program Inside Politics earned CNN a CableACE Award, and Allen was called the “best political analyst” by the editors of the Hotline. Allen is the author of three books, including his history of the Coca-Cola Company, Secret Formula; Atlanta Rising, a history of modern Atlanta; and A Decent, Orderly Lynching, an account of the vigilantes of Montana. He was honored by the Western History Association with the inaugural Michael P. Malone Award for his research into vigilante symbolism, and is currently working on a book about Theodore Roosevelt. Allen graduated from Phillips Academy (Andover) and earned a BA in journalism from the University of North Carolina, Chapel Hill. He and his wife, Linda, live in Atlanta, Georgia, and Big Sky, Montana.

Texte du rabat

The inside story of how Coca-Cola became the best-known brand in the world--Cover.

Résumé
"The inside story of how Coca-Cola became the best-known brand in the world"--Cover.

Contenu

• Dedication
• Contents
• Introduction: Red Scare
• One: Stirrings
• Two: Dope
• Three: Dobbs
• Four: Bottled-Up Anger
• Five: “Get Your Readiness”
• Six: Short Sales
• Seven: Pepsi
• Eight: War
• Nine: Black and White
• Ten: Politics
• Eleven: “Octogenarians!”
• Twelve: New Coke
• Image Gallery
• Notes
• Bibliography
• Index
• Acknowledgments
• About the Author