Real Coke: Real Story

Thomas Oliver, Author Random House (NY) $16.95 (195p) ISBN 978-0-394-55273-6
Atlanta business journalist Oliver here tackles a terrific story and tells it splendidly. In the 1970s, Coca-Cola,the secret-formula soft drink dating back to the 1890swas a worldwide bestseller leading the field two to one, its flavor and signature known everywhere. The Georgia-based company's complacent management, however, presently was rocked by a massive advertising and marketing challenge from its only near rival, Pepsi-Cola. Hand-picked by retiring management patriarch Robert Woodruff, Chairman Roberto Goizueta and a new top echelon set out to liven up the companywith executives who took risks, made profitable acquisitions (Columbia Pictures), developed new products (Cherry Coke), and who created sprightlier dividend action. Overlooked was Coke's special status as something even more American than Mom and Apple Pie. The big push led to the big changea new Coca-Cola taste, not in addition to but instead of, an error rivaling Ford's Edsel. A consumer revoltstreet-pourings, hysterical phone calls and mountains of mail forced the revival of ""classic'' Coke. BOMC and Fortune Book Club alternates; author tour. (October 20)
Reviewed on: 09/01/1986
Release date: 09/01/1986
Mass Market Paperbound - 234 pages - 978-0-14-010408-0
Paperback - 978-0-14-779154-2
Paperback - 978-0-14-778211-3
Open Ebook - 116 pages - 978-0-8041-5131-3
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