Decoding Coca-Cola : A Biography of a Global Brand. Este artículo no está disponible.Decoding Coca-Cola : A Biography of a Global Brand

This collection of essays delves into the Coke brand to identify and decode the DNA of this iconic brand. Unlike other accounts, these essays adopt a global approach to understand this global brand.

Robert Crawford is a Professor of Advertising and Associate Dean of Research & Innovation in the School of Media and Communication at RMIT University in Melbourne, Australia. His research has focused on the growth and development of the advertising, marketing, and public relations industries across Australia, Oceania, and South East Asia.

Linda Brennan is a Professor of Advertising in the School of Media and Communication at RMIT University in Melbourne, Australia. Her research interests are the use and abuse of advertising and social marketing for social change.

Susie Khamis is Senior Lecturer in Public Communication at School of Communication at the University of Technology Sydney, Australia. Her research areas are branding, representations of cultural diversity, and consumer cultures.