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How did an innocuous soft drink, more than 99% sweetened water, come to be regarded as "the sublimated essence of all that America stands for"? For God, Country and Coca-Cola is a cultural, social, and economic history of America as seen through the green glass of a Coke bottle. And what a quintessentially American tale it is. Coca-Cola began humbly as a patent medicine amid the fervor and chaos of Reconstruction Atlanta. A shrewd marketeer saw its value as a beverage, and it rapidly grew through the Gilded Age to become the dominant consumer product of the American Century. The key to Coca-Cola's success was ubiquitous advertising, as the Company's master myth-makers first created and then quenched the thirst of a nation. And when World War II carried American troops overseas, the soft drink went as well, laying the foundation for an enduring and lucrative presence.
Drawing on previously untapped archival sources, For God, Country and Coca-Cola paints vivid portraits of the entrepreneurs who led the Company: pious Methodist Asa Candler, who nourished the fledgling enterprise across the threshold of a century; cigar-chomping Robert Woodruff, who hosted presidents at his Georgia plantation; and the aristocratic Roberto Goizueta, whose cosmopolitan background gave him the vision to reach global markets. All have left their indelible imprints on Coca-Cola. Here, too, is a colorful supporting cast of hustlers, swindlers, ad men, and con men who have made the soft drink the most recognizable trademark in the world. The underside of Coca-Cola is also here: shady legal proceedings, cozy arrangements with politicians, brutal treatment of competitors and Third World workers. But, despite its occasionally tarnished image, the Company has marched zealously forward with its cherished product - and its global conquest.
Provocative, controversial, and always entertaining, For God, Country and Coca-Cola reveals how Coke has irrevocably transformed our world. As family saga, cultural history, and, finally, the complete story of an American icon, this book is "the Real Thing."
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Previews available in: English
Showing 3 featured editions. View all 15 editions?
Edition | Availability |
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1
For God, country and Coca-Cola: the definitive history of the great American soft drink and the company that makes it
2013, Basic Books
in English
- Third Edition: Revised and Expanded.
0465029175 9780465029174
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2
For God, country, and Coca-Cola: the definitive history of the great American soft drink and the company that makes it
2000, Basic Books
in English
- 2nd ed., rev. and expanded
0465054684 9780465054688
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3
For God, country, and Coca-Cola: the unauthorized history of the great American soft drink and the company that makes it
1993, Scribner's, Macmillan Canada, Maxwell Macmillan
in English
0684193477 9780684193472
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