Secret Formula: How Brilliant Marketing and Relentless Salesmanship Made Coca-Cola the Best-Known Product in the World (Paperback)

by Frederick L. Allen (Author) "It took two men to invent Coca-Cola, and they could hardly have been more different..." (more)
Key Phrases: actual bottlers, parent bottlers, fountain salesmen, New York, Asa Candler, Trust Company (more...)

Editorial Reviews

From Publishers Weekly
The Coca-Cola Company's secretive top executive, Robert Woodruff, threw his support behind presidential candidate Lyndon Johnson, then spurned the loser, Richard Nixon, when he applied for a job at Coca-Cola. Nixon later became senior partner in Pepsi-Cola's outside law firm, while President LBJ, a close ally of Coca-Cola, arranged political favors for the company. These are among the charges presented in this highly entertaining history of a firm that traces its origins to Confederate war hero John Pemberton and his Yankee business partner Frank Robinson, who developed the soft drink in the late 1880s. The book provides a juicy look at wheeling-dealing, litigation, global hustling, cola wars and the marketing savvy that carved a niche for Coke in the American social psyche. CNN commentator Allen charts Coke's fortunes through two world wars, European anti-American backlash and the civil rights era, and tells how Woodruff, though a plantation-owning Georgian, supported desegregation in Atlanta with an eye toward selling Coke to people of color around the world. Photos not seen by PW.
Copyright 1994 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

From Library Journal
In this company history, Allen, a political columnist and commentator for CNN, emphasizes corporate internal politics and Coca-Cola's role in the inner councils of Atlanta. Allen traces the history of the drink from its origins as a drugstore formula to its present multinational success and chronicles Coke's unceasing efforts to preserve its trademark and "secret formula." In researching his work, the author consulted numerous primary sources, including the papers of Asa Candler and Robert Woodruff, both heads of Coca-Cola. Access to one of Woodruff's longtime aides surely provided many of the intimate details studding the text. At times the book reads like a Russian novel combined with a thriller. It will appeal to the general reader as well as to students of history and complements other recent titles on Coca-Cola, including Roger Enrico's The Other Guy Blinked (LJ 3/15/87) and Mark Pendergrast's For God, Country, and Coca-Cola (LJ 3/15/93).
Mary Chatfield, Angelo State Univ., San Angelo, Tex.
Copyright 1994 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

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Product Details

• Paperback: 544 pages
• Publisher: Harper Paperbacks (May 26, 1995)
• Language: English
• ISBN-10: 0887307515
• ISBN-13: 978-0887307515
• Product Dimensions: 7.9 x 5.4 x 1.3 inches
• Shipping Weight: 1 pounds
• Average Customer Review: 4.6 out of 5 stars See all reviews (7 customer reviews)
• Amazon.com Sales Rank: #150,916 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

14 of 15 people found the following review helpful:

4.0 out of 5 stars Find out the real "secrets" of Coca-Cola, March 6, 2001

By A Customer

I must say, if there is anything that I wanted or needed to know about Coca-Cola, I now know it!

I am studying organization communication and I had to pick an organizational memior in which to do a project on. I chose this book in part because I have always been a Coca-Cola fan, but mainly because my husband now works for the corporate giant and I thought a little personal interest may help to motivate me.

What an in-depth description of the birth and life of our favorite little red & white beverage! From Doc Pemberton and his addictions to the present when millions are now "addicted" to his special creation. This book not only describes how Coke itself was created, but it also goes into great detail about how the image of this soft drink was initiated, molded, and eventually perfected over the years. Frederick takes us through the ups, the downs, and the way downs of the beverage as well as the company. He also gives a clear depiction of what life must have been like in Atlanta in the late 1800's-early 1900's.

My favorite thing about the way that this book is written is the way in which the author tells us a story rather than spitting 500 pages of facts and figures at us. I'm quite sure that I wouldn't have been able to make it through the entire thing had he not grabbed my attention with the fascinating history within the first several chapters. I would most definately reccommend this book to anyone, and not just because I'm partial to the crisp, refreshing, wonderful, exhilerating beverage. :-) Seriously, if you are interested in corporate culture or business of any kind, a history buff, or perhaps you just like Coke, then this is a must read. Just make sure you allow yourself plenty of time to finish(the length is the only reason why it got 4 stars instead of 5 in my book)!

9 of 9 people found the following review helpful:

5.0 out of 5 stars Excellent book on Coke, February 13, 1999

By A Customer

You'd be hardpressed to find a better book about the history of Coke. Allen's book is fascinating and is well organized and easy to read.

7 of 7 people found the following review helpful:

5.0 out of 5 stars A well-written book on a company with an incredible history:, December 11, 1996

By A Customer

I originally bought this book because of my great affinity for Coca-Cola. I expected to enjoy the information, but I was quite sure I would not be able to get through the book due to it's obviously "dry" nature. I found that nothing was farther from the truth. This is one of the most interesting, well-written history books I have read in a long time. Kudos to the author and to the company that made the book great!