طرف دیگر پلک زد: چگونه پپسی جنگ‌های کولا را برد

If you were born before 1980, I'm sure you remember what has come to be known as the biggest marketing disaster of all time: New Coke. You've heard Coke's side of the story. *The Other Guy Blinked* tells the story from Pepsi's point of view. > The intimately detailed, juicy insider's story of the leading competitors in the cola wars--Coke and Pepsi--and the savage advertising competition in which Pepsi ultimately came out ahead. (Goodreads) Note that as of 2016, Coke is comfortably leading the market again. The inside story of the business war that shook the soft-drink industry--the battle between Coca-Cola and Pepsi. Roger Enrico, the president of the Pepsi-Cola Company, attributes the beginning of the battle to the "Pepsi Challenge," an advertising campaign by Coca-Cola's chief rival featuring comparison tests in which consumers expressed a preference for the taste of Pepsi over Coke. The Coca-Cola Company responded with New Coke, which was a marketing debacle. For Enrico, that was terrific. A marketer to the core, his preoccupation is with the advertising campaigns he employed in the war against Coca-Cola. Enrico has no doubts -- an effective marketing campaign is more important than the product it sells, which makes him the quintessential entrepreneur for the age of advertising. This is a case study of how market-research, imagery, and advertising have taken over American business The inside story of the recent business war from the president of the company that shook the foundations of the way American corporations merchandise their products by forcing Coke into the biggest marketing blunder of the century