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For God, Country, and Coca-Cola Paperback – March 17, 2000
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"Detailed and marvelously entertaining." -- Los Angeles Times
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Top Customer Reviews
The events that followed its invention - simply lead you to believe that "Coke" was BORN to be great. The first real global company I ever knew!!
I throughly enjoyed this book. I have wanted to purchase this book since it was first out in 1994. I am glad I waited. This version includes 30 management lessons that are worth the price of this book alone. I hope you enjoy this book as much as I did.
Businesss journalist Mark Pedergast writes an objective account of Coca-Cola's history from its inception to mass production to symbol of American purity, with the attitude of de-mythologising some of the stories the company has sold to the public. I found the writing not only to be clear and concise, but remarkably well told considering all of the footnotes, appendices, and citations that Mr. Pendergast has accumulated to tell his tale. While the myths that Coca-Cola was developed by some poor root doctor in some chemical accident and that Coke never had cocaine in it are dispelled not to illuminate the company as a sham or to be looked down upon, but with integrity for the achievments of the company, yet, at the same time, not ignoring Coke's influence on American way of life and the individual psyche (making for it, in actuality, a better history than Coke dreamed of). Certainly, the myths that the company purports seem to be as nice as Haddon Sundblom's Santa Clause paintings where, everyday is Christmas, America is pure, and stories are taken out of history and placed in a Neverland of happy endings. Mr. Pendergast does a wonderful job of placing Coca-Cola back into American history writing how a company, such as Coca-Cola, did not arise to power by accident or love by the American people, but by greed, shrewd marketing, and religious fervor for their product.
Unless one is not interested in knowing about such histories as this, or any other commercial empire, then there is no doubt one will enjoy this book thoroughly. One point I will make on this book is its title. This edition being the second titled, "For God, Country and Coca-Cola: Second Edition: Revised and Expanded: The Definitive History of the Great American Soft Drink and the Company That Makes It." For those that are fortunate enough to buy the first edition, one will speculate and wonder about the radical and decisive change in the title. The original title reads: "For God, Country and Coca-Cola: The Unauthorized History of the Great American Soft Drink and the Company That Makes It." Moving from "Unauthorized" to "Definitive" made me wonder why Coke changed their attitude about their own myths to the historically accurate. Perhaps this book makes that reality hard to argue.
On reading the book one is left with the feeling that Coca-Cola practically invented modern advertising and marketing as we know it.
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I liked the way we were given all the background, which showed how many different directions the...Read more