| | |  | Business Basics | Home » » For God, Country, and Coca-Cola: The Definitive History of the Great American Soft Drink and the Company That Makes It | | | | | | | Description: | | 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 companyand of the colorful cast of hustlers, swindlers, ad men, and con men who have made Coca-Cola the most recognized trademark in the worldthis is business history at its best: in fact, The Real Thing.” | | | Product Details: | | | Author:
| Mark Pendergrast | | Paperback:
| 664 pages | | Publisher:
| Basic Books | | Publication Date:
| March 17, 2000 | | Language:
| English | | ISBN:
| 0465054684 | | Product Length:
| 9.16 inches | | Product Width:
| 6.15 inches | | Product Height:
| 1.76 inches | | Product Weight:
| 1.8 pounds | | Package Length:
| 9.1 inches | | Package Width:
| 6.1 inches | | Package Height:
| 1.5 inches | | Package Weight:
| 2.05 pounds | | Average Customer Rating:
|  based on 23 reviews |
| | | | Customer Reviews: | |
Average Customer Review:
 ( 23 customer reviews )
Write an online review and share your thoughts with other customers.
Most Helpful Customer Reviews
39 of 43 found the following review helpful:
 Great history of Coke - but where are the photos?Aug 01, 2000
By KC
"KC"
Since my father was in the soft drink business for over 30 years -- he was a chemist for The Coca-Cola Company when I was born, and I believe we were the only kids on the block allowed to consume all the soda pop we desired, since we had cases of it in our garage -- I have always had an interest in the history of soda pop, and of The Coca-Cola Company in particular. I believe that even if the reader of this book was only marginally interested in Coke, he or she would be swept up in this well-researched and written book. Mark Pendergrast is a terrific writer -- this book reads like a compelling novel, and will be VERY difficult for the first-time reader to put down! I especially enjoyed the chapters on Coke's influence during WWII, as well as the "New Coke" debacle of the 1980's (the chapter is titled "The Worst Marketing Blunder of the Century"). Not to mention that the world-famous "secret formula" is revealed in this book as well! The only bone I have to pick with this edition is the lack of photos (which were in the first edition of this book). In a historical work like "For God, Country, and Coca-Cola" a photographic reference is absolutely necessary! Still a great read, though!P.S. I'm ordering a copy for my dad (who was a collegue of Coke president & CEO Roberto Goizueta in the 50's and 60's) - I know he'll get a kick out of it!
14 of 15 found the following review helpful:
 Read it, and the drink will no more mean the same to you!Sep 13, 2000
By Murtaza Shehabi
There is very little thought given to the role a "bottle of soda" plays in our lives. Reading the book, one can appreciate that brands like Coca-Cola, mean more than just a drink. How "brand-emotions" subconsciously carve a place inside you. The content is very well researched and has adequate information to grip the reader's attention to acquire more knowledge of, one of America's strongest and most successful brand names!The events that followed its invention - simply lead you to believe that "Coke" was BORN to be great. The first real global company I ever knew!!
10 of 10 found the following review helpful:
 Very good historical work, with good perspectiveOct 23, 2003
By J. Green
Basically, this is a book on the history of Coca-Cola, with some really good information on the cola industry as a whole. Well-researched, and well-written, I enjoyed this book. It was especially interesting to see the honesty in regard to the cocaine and caffiene content issues that Coke had to deal with, and later the "New Coke" fiasco. My only complaint would be with the length and that its a bit slow moving. The people involved certainly aren't very likeable, but the author does a good job of putting everything into a proper historical context. It even has the "secret formula" for the drink, which I found interesting just to know what I'm drinking.
6 of 7 found the following review helpful:
Excellent Book!Apr 28, 2000
This is a must read for Coca-Cola fans. Not only do you learn the history of Coca-Cola, you also get a refresher on your American History. The book reads very easily and is entertaining even. I throughly enjoyed this book. I have wanted to purchase this book since it was first out in 1994. I am glad I waited. This version includes 30 management lessons that are worth the price of this book alone. I hope you enjoy this book as much as I did.
2 of 2 found the following review helpful:
Much more than a history of Coca-ColaDec 10, 2005
By Chirag
"collector of odds & ends"
Apart from being the most excellent and comprehensive history of Coca-Cola. It is a most invaluable book for a marketeer, as it chronicles the marketing innovations that Coca Cola pioneered from Liability Insurance, product placement, stress on promotions to point of sale merchandising.
On reading the book one is left with the feeling that Coca-Cola practically invented modern advertising and marketing as we know it.
See all 23 customer reviews on Amazon.com
| | |
|
