For God, Country, and Coca-Cola: The Definitive History of the Great American Soft Drink and the Company That Makes It
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For God, Country, and Coca-Cola: The Definitive History of the Great American Soft Drink and the Company That Makes It
For God, Country, and Coca-Cola: The Definitive History of the Great American Soft Drink and the Company That Makes It -
6th December 2008, 12:59 PM
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For God, Country, and Coca-Cola: The Definitive History of the Great American Soft Drink and the Company That Makes It
Mark Pendergrast
664 pages; Basic Books; 2nd edition; 2000
Editorial Reviews:
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"An encyclopedic history of Coke and its subculture. [Pendergrast] has used Coca-Cola as a metaphor for the growth of modern capitalism itself. His research and storytelling skills are prodigious." -- The Washington Post
"Detailed and marvelously entertaining." -- Los Angeles Times
Customer Reviews:
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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!
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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!!
For God, Country, and Coca-Cola: The Definitive History of the Great American Soft Drink and the Company That Makes It -
6th December 2008, 12:59 PM
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