Coca-Cola: An Illustrated History

Front Cover
Front Flap
The Coca-Cola Sampler
Other books by Pat Watters
Full Title Page
Acknowledgements
ISBN: 0-385-13499-1
To our great city of Atlanta
Contents
A Preface of Appreciation
Half Title Page
I Dr. Pemberton's Beverage
	Coca-Cola Story Highlights: 1873-89
	The Origin of the name "Coca-Cola"
	INTERNATIONAL EVENTS DURING COCA-COLA'S EARLY YEARS
	ATLANTA
	Asa Griggs Candler
	Dr. John Styth Pemberton
	Tbe Origin of Coca-Cola
	Production, Marketing, and Promotion of tbe First Soft Drink
	Interim Ownersbip of Coca-Cola Between tbe Pemberton and Candler Eras
	Frank M. Robinson "Sells" Coca-Cola to Asa Candler
	The Death of Coca-Cola's "Originator"
II Wars Have Raged. . .
	INTERNATIONAL EVENTS DURING COCA-COLA' S EARLY YEARS
	ATLANTA
	Coca-Cola Story Highlights: 1892-99
	Asa Candler's Development of the Syrup and Soda-Fountain Business
	The Fifth "Home" of Coca-Cola
	Tbc Sixth "Home" of Coca-Cola
	The Seventh and "Sufficient for all Time" "Home" of Coca-Cola
	Tbe Secret Coca- Cola Formula: "Merchandise 7X"
	"Merchandise 7X" and Cocaine
	Sales and Promotion of Asa Candler's Coca-Cola Syrup
	The Early Coca-Cola Imitators
	The First Coca-Cola Bottlers
	Coca-Cola Bottlers Nationwide
III Happy Family
	INTERNATIONAL EVENTS DURING COCA-COLA' S EARLY YEARS
	Coca-Cola Bottling Story Highlights: 1899-1920
	Tbe Enhancement of Coca-Cola's Success by the Development of Bottling Franchises
	A Brief History of the Early Bottlers
	The Bottlers Get Their Own Publication
	The First Novel About Coca-Cola
	Th e First Bottler in New Orleans
	The First Coca-Cola Bottlers in the Northeast
	Early Bottling in the Atlanta Area
	The Development of the Distinctively Designed Coca-Cola Bottle
IV Success-and Then a Souring
	INTERNATIONAL EVENTS DURING COCA-COLA'S EARLY YEARS
	Coca-Cola Story Highlights: 1901-18
	The Rising Soda-Fountain Business
	History-making Coca-Cola Advertising and Promotion Campaign
	Advertising's Relationship to Sales
	The Eighth "Home" of Coca-Cola
	Atlanta's Candler Building
	The Souring
	Coca-Cola Imitators and Legal Battles
	Tbe Causes Bebind Asa Candler's Abandonment of Coca-Cola
	Curtailment of Company Grorwth by World War I
	The Ernest Woodruff Consortium Buys Coca-Cola from the Candler Heirs
V Why Did Asa Candler Give Away His Coca-Cola Empire?
	The Candler Family Background
	How Business Associates Viewed Asa Candler
	Asa Candler at Home
	The Philanthropist
	Mayor of Atlanta
	Daddy Asa's Death
VI A Real Winner
	INTERNATIONAL EVENTS DURING COCA-COLA'S EARLY YEARS
	ATLANTA
	Coca-Cola Story Highlignts: 1919-40
	Problems During the Early Years of Woodruff's Ownership
	Harrison Jones
	Harold Hirsch
	Coca-Cola's "Triple Crisis"
	New Directions under Robert W. Woodruff
	The Woodruff Style
	WCTU Attacks Coca-Cola
	Coca-Cola's Southern "Pause that Refreshes" During tbe Depression Years
	Coca-Cola Sales Strategies During tbe Depression
	Company Technological Advances including tbe First Coca-Cola Cooler
	Tbe Leadership Team of Robert W. Woodruff and Archie Lee
	Woodruff-Era Advertising Campaigns
	Slogan Advertising
	The Santa in Coca-Cola Ads
	Wyeth Ads
	Billboard Advertising
	Radio Advertising
	The Victorious Coca-Cola Image-Woodruff Style
VII Coca-Cola Confronts World Conflicts
	Pepsi-Cola: The First Formidable Competition
	ATLANTA
	Coca-Cola Intermeshes Its History with International Events
	Coca-Cola Follows the American Troops Overseas
	Coca-Cola Goes to France
	Coca-Cola in Brazil
	Coca-Cola Behind Enemy Lines
	Max Keith
	Coca-Cola's Wartime Advertising and Promotion
	The Soldiers' Image of Coca-Cola
VIII Oh, So Tou Have It Here, Too?
	International Expansion During the Candler Era
	International Expansion Uuder Woodruff's Leadersbip
	Establishing Coca-Cola in Germany
	Otber Prewar Intemational Expansion Efforts
	Post World War II International Expansion
	Intematioual Leadership of James A. Farley
	Coca-Cola Makes tbe Cover of Time Magazine
	Confiicts in Intemational Market Areas
	The Coca-Cola "Image" Abroad
IX Coca-Cola Among the Computers and Conglomerates
	Coca-Cola Story Highlights: 1946-77
	Coca-Cola Undergoes Diversification
	The Pepsi-Cola Threat
	Increasing the Variety of Coca-Cola-Produced Beverages
	TAB
	Fanta
	Coca-Cola "Control" Despite Diversification
	The Omnipresent Robert W. Woodruff
X Coca-Cola Advertising Strategies
	The Massengale Approach
	The D'Arcy Approaches
	The Strategy
	The McKann-Ericson Approach
XI Coca-Cola Faces Life
	The Minute Maid Controversy
	Coca-Cola's lnfluence over Georgia's Government
	Coca-Cola's Governmental Influence Outside Georgia
	Coca-Cola's Influence on Atlanta Government
XII Robert Winship Woodruff: The Man with a Cigar • • • an Enigma
	Ichauway
	The Philanthropist
XIII A Pause that Refreshes
	An lncrease in Profits, but a Decline in Coca-Cola "Style"
	So the Times Have Changed
	Coca-Cola's Future
	Coca-Cola as "Southern" and / or "International"
	Coca-Cola "Collectors"
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