Secret formula : how brilliant marketing and relentless salesmanship made Coca-Cola the best-known product in the world
Since its bubbly debut in an Atlanta soda fountain more than a century ago, Coca-Cola has grown into a global enterprise whose trademark is the most familiar - and inescapable - commercial symbol in the world. Pioneering the art of the soft sell, Coke's advertising has stamped an indelible imprint on our popular culture, from the "pause that refreshes" to the modern image of Santa Claus. The simple script label, unchanged since the Victorian era, has become virtually synonymous with America
Print Book, English, ©1994
1st ed
HarperBusiness, New York, NY, ©1994