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The Real Coke - The Real Story

Oliver, Thomas

55 valoraciones por Goodreads
ISBN 10: 0241118956 / ISBN 13: 9780241118955
Editorial: Elm Tree Books/Hamish Hamilton, Ltd., London, England, United Kingdom, 1896
Condición: Fine Encuadernación de tapa dura
Librería: Glued To The Tube Books (Minneapolis, MN, Estados Unidos de America)

Librería en AbeBooks desde: 13 de noviembre de 2002

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"This book chronicles the boldest experiment in marketing history, recounting in dramatic detail the behind-the-scenes that led to the change, and the corporate intrigue and thousands of hours and millions of dollars spent on testing the 'surest move ever made.' It tells how an advertising campaign from the competitive Pepsi scared otherwise bold men; and how a public outcry and Pepsi's insistence that new Coke tasted more like Pepsi forced Coca Cola to reintroduce old Coke, thius ending up with two formulas on the market." This book has 195 pages. PLEASE NOTE!!!! This copy is of the British imprint, from Elm Tree Books, NOT the much more common American imprint from Random House, Inc. N° de ref. de la librería 033277

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Detalles bibliográficos

Título: The Real Coke - The Real Story

Editorial: Elm Tree Books/Hamish Hamilton, Ltd., London, England, United Kingdom

Año de publicación: 1896

Encuadernación: Hard Cover

Condición del libro:Fine

Condición de la sobrecubierta: Fine

Edición: First Thus

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A financial writer with exclusive access to the Coca-Cola Company introduces the men who weathered the corportate storms of the early 1980s and then examines how they came to make the controversial marketing decision

From Publishers Weekly:

Atlanta business journalist Oliver here tackles a terrific story and tells it splendidly. In the 1970s, Coca-Cola,the secret-formula soft drink dating back to the 1890swas a worldwide bestseller leading the field two to one, its flavor and signature known everywhere. The Georgia-based company's complacent management, however, presently was rocked by a massive advertising and marketing challenge from its only near rival, Pepsi-Cola. Hand-picked by retiring management patriarch Robert Woodruff, Chairman Roberto Goizueta and a new top echelon set out to liven up the companywith executives who took risks, made profitable acquisitions (Columbia Pictures), developed new products (Cherry Coke), and who created sprightlier dividend action. Overlooked was Coke's special status as something even more American than Mom and Apple Pie. The big push led to the big changea new Coca-Cola taste, not in addition to but instead of, an error rivaling Ford's Edsel. A consumer revoltstreet-pourings, hysterical phone calls and mountains of mail forced the revival of "classic" Coke. BOMC and Fortune Book Club alternates; author tour.
Copyright 1986 Reed Business Information, Inc.

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