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Secret Formula : The Inside Story of How Coca-Cola Became the Best-Known Brand in the World
by Frederick Allen


Overview - A "highly entertaining history of] global hustling, cola wars and the marketing savvy that carved a niche for Coke in the American social psyche ( Publishers Weekly ).

Secret Formula follows the colorful characters who turned a relic from the patent medicine era into a company worth $80 billion.
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More About Secret Formula by Frederick Allen
 
 
 
Overview
A "highly entertaining history of] global hustling, cola wars and the marketing savvy that carved a niche for Coke in the American social psyche (Publishers Weekly).

Secret Formula follows the colorful characters who turned a relic from the patent medicine era into a company worth $80 billion. Award-winning reporter Frederick Allen s engaging account begins with Asa Candler, a nineteenth-century pharmacist in Atlanta who secured the rights to the original Coca-Cola formula and then struggled to get the cocaine out of the recipe. After many tweaks, he finally succeeded in turning a backroom belly-wash into a thriving enterprise.

In 1919, an aggressive banker named Ernest Woodruff leveraged a high-risk buyout of the Candlers and installed his son at the helm of the company. Robert Woodruff spent the next six decades guiding Coca-Cola with a single-minded determination that turned the soft drink into a part of the landscape and social fabric of America. Written with unprecedented access to Coca-Cola s archives, as well as the inner circle and private papers of Woodruff, Allen s captivating business biography stands as the definitive account of what it took to build America s most iconic company and one of the world s greatest business success stories."

 
Details
  • ISBN-13: 9781504019859
  • ISBN-10: 1504019857
  • Publisher: Open Road Media
  • Publish Date: October 2015
  • Page Count: 510


Related Categories

Books > Business & Economics > Corporate & Business History - General
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