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THE REAL THING {TRUTH AND POWER AT THE COCACOLA COMPANY}

THE REAL THING {TRUTH AND POWER AT THE COCACOLA COMPANY}

THE REAL THING {TRUTH AND POWER AT THE COCACOLA COMPANY}

CONSTANCE L. HAYS

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Regular Price: RS.1,968.00

Special Price RS.984.00

"Coca-Cola is the worl'd best known brand and perhaps the most quintessentially American one: a beverage with no nutritional value, sold variously as a remedy, a tonic and a refreshment. The story of Coca-Cola is also a tale of carbonization, soda fountain shops, dynastic bottling businesses, and ultimately, globalisation and billion-dollar promotional campaigns. New York reporter Constance L Hays examines the 116 year history of Coca-Cola by describing the charismatic, driven men who, generation after generation, made Coke the world's best known brand: the Cuban exile who worked his way up the company to become Chief Executive is just one of the senior managers whose grip on the company led it down extraordinary paths. Starting with its creation after the Civil War and continuing with its dominion of the domestic and world-wide soft drink business, the story of Coca-cola is one of opportunity, hope, teamwork and love as well as salesmanship, hubris, ambition and greed."
 
The Real Thing is a portrait of America’s most famous product and the people who transformed it from mere soft drink to symbol of freedom. With fresh insights and a penetrating eye, New York Times reporter Constance L. Hays examines a century of Coca-Cola history through deft portraits of the charismatic, driven men who used luck, spin, and the open door of enterprise to turn a beverage with no nutritional value into a remedy, a refreshment, and an international object of consumer desire. The rise of Coke is also a catalog of carbonation, soda fountains, dynastic bottling businesses, global expansion, and outsize promotional campaigns, not all of which succeeded. By examining relationships at every level of the company, Hays reveals the psyche of a great American corporation–and also tells a larger story about business and this nation’s culture.

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