Preface -- Prologue: a parable (January 1, 1985) -- In the beginning (1886-1899). Time capsule : the golden age of quackery -- What Sigmund Freud, Pope Leo, and John Pemberton had in common -- The tangled chain of title -- Asa Candler : his triumphs and headaches -- Bottle it : the world's stupidest, smartest contract -- Heretics and true believers (1900-1922). Success under siege -- Dr. Wiley Weighs in -- The sinister syndicate -- Coca-Cola's civil war -- The golden age (1923-1949). Robert W. Woodruff : the boss takes the helm -- A euphoric depression and Pepsi's push -- The $4,000 bottle : Coca-Cola goes to war -- Coca-Cola über alles -- Trouble in the Promised Land (1950-1979). Coca-colonization and the communists -- Breaking the commandments -- Paul Austin's turbulent sixites -- Big Red's uneasy slumber -- The go-go Goizueta era (1980-1997). Roberto Goizueta's bottom line -- The marketing blunder of the century -- The big red machine -- Global fizz -- Quenching all thirsts (1997-2012). Ivester inherits a world of trouble -- Daft dilemmas -- Turnaround -- Surging ahead -- World without end? -- Appendix 1: The sacred formula -- Appendix 2: Coca-Cola magic : thirty business lessons -- Note on sources -- Acknowledgments -- Index.
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