[美]马克·彭德格拉斯特
美国新闻记者、独立学者,毕业于哈佛大学。
美国科学作家协会、环境记者协会和佛蒙特州作家协会的成员。
非营利性组织“国家理性与正义中心”管理委员会的成员。
代表作有《不寻常的战场》和《记忆的牺牲品》。
Now fully updated, the classic account of how a bottle of sweetened caramel-colored soda water became synonymous with American capitalism
For God, Country and Coca-Cola is the unauthorized history of the great American soft drink and the company that makes it. From its origins as a patent medicine in Reconstruction Atlanta through its rise as the dominant consumer beverage of the American century, the story of Coke is as unique, tasty, and effervescent as the drink itself. With vivid portraits of the entrepreneurs who founded the company-and of the colorful cast of hustlers, swindlers, ad men, and con men who have made Coca-Cola the most recognized trademark in the world-this is business history at its best: in fact, "The Real Thing."
You'll know: 1. How it becomes a great brand 2. How the leaders made the great decision 3. How the business works 4. How to build up a great brand 5. How to make the marketing campaign This is a book about your belief, your dream. Come on!
评分2018年的第一本书《可口可乐传》,非常非常冗长。 温馨提示:书籍非常冗长,读下去需要颇大的耐心。 重点非常不突出,一本神奇饮料的流水账。对于可以的发明、归属斗争、广告、政治管理、全球扩张等等信息都无比芜杂。需要耗费大量的精力回忆。 2018.1.5 有点读不下去了,歪果...
评分Coca-Cola Magic: Thirty Business Lessons 1) Sell a good product. And if it contains a small dose of an addictive drug or two, all the better. 2) Believe in your product. Make your product an icon and your job a religious vocation. 3) Develop a mystique...
评分这大概是描写可口可乐公司「通史」最好的一本书。前面一半我看得很仔细,后面却只能大致看过,因为你发觉那一个个历史片断读罢之后既没用又没趣,干脆略过。而若想了解某一段历史,比如现代可口可乐海外扩张的历史,却又发现讲的太少。 所以若研究公司历史,我更希望看到类似...
评分1,基业长青的企业,发展过程中必然是经历太多的生死考验。应该是N死一生。 2,国际化业务真心不好做。各种冲突,尤其需要经验积累。所以早布局还是有先发优势。 3,接班人非常重要。即使是如此成熟的企业(有很强的职业经理人体系),如果新的ceo不靠谱,那么也会严重制约发展...
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