Coca-cola trade-mark : an illustrated history

An account of the Coca-Cola Company's rise to power and popularity begins with the drink's early days in Atlanta and follows through to current international marketing strategies 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" Back Flap Back Cover Traces The History Of The Coca-cola Company From Its Beginnings In 1886 To Its Present Status As A Billion-dollar International Business. Preface -- Dr. Pemberton's Beverage -- Wars Have Raged... -- A Happy Family -- Success - And Then A Souring -- Why Did Asa Candler Give Away His Coca-cola Empire? -- A Real Winner -- Coca-cola Confronts World Conflicts -- Oh, So You Have It Here, Too? -- Coca-cola Among The Computers And Conglomerates -- Coca-cola Advertising Strategies -- Coca-cola Faces Life -- Robert Winship Woodruff: The Man With A Cigar...an Enigma -- A Pause That Refreshes. Pat Watters.