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Most Helpful Customer Reviews
2 of 2 people found the following review helpful:
5.0 out of 5 stars
Not only interesting but a great historical document,
By Michael P. Cohan "Person with Piles of Books" (St. Louis, MO United States) - See all my reviews (REAL NAME)
This review is from: The Other Guy Blinked and other Dispatches from the Cola Wars (Mass Market Paperback)
I ran across my copy of The Other Guy Blinked in a box of books the other day. I hadn't read it since back when I bought it in the late 80's when the book came out in paperback. I sat down and reread it.
Not only is it a highly entertaining and insightful (if rather biased; I suspect the Coke people are better at planning strategy than Enrico gives them credit for) book on business and marketing, but it is, in 2005, a fascinating historical document of the 80's. The references to Madonna, Wham, Lionel Richie, etc. are smile-inducing and bring back memories (for those of us of a certain age) of who was popular enough in the 80's to be used in marketing campaigns to sell cola. For instance, when Enrico writes that, of course all his readers will remember how you couldn't get away from Madonna in the summer of 1985 (if I remember the year right), I had to smile. Nobody today remembers her tour way back then, but at the time the book was written, I suppose everyone would indeed have been aware of it. The extensive coverage of Michael Jackson, on the other hand, is sort of cringe-inducing (obviously not Enrico's fault, of course; at the time, who knew?) and heavily ironic. Reading the book you can't help but see how the mighty have fallen over the years. In sum, you get two books in one here: for 80's fans, a great historical document of 80's advertising and entertainment, and for business/marketing people, a good primer on how one very large company approached its marketing, written by the guy in charge. I think this book is out of print but you won't go wrong buying a used copy.
2 of 3 people found the following review helpful:
5.0 out of 5 stars
Good Story About Cola Wars!,
By
This review is from: The Other Guy Blinked and other Dispatches from the Cola Wars (Mass Market Paperback)
This book turned out to be an excellent coverage of the Coca-Cola and Pepsi battle. You are given excellent in views of the details that took place during this war. You are also shown some of the main characters that helped to make this story a business happening during this time.All in all a very good book that will give you an interesting insight to this battle between the soft drink giants.
3 of 17 people found the following review helpful:
5.0 out of 5 stars
the true story of Pepsi and Coke.,
By A Customer
This review is from: The Other Guy Blinked and other Dispatches from the Cola Wars (Mass Market Paperback)
This interesting book on Pepsi, and Coke-a-cola, is really interesting
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