Table of Contents
Preface ix
Prologue: A Parable (January 1, 1985) 1
Part I In the Beginning (1886-1899)
1 Time Capsule: The Golden Age of Quackery 7
2 What Sigmund Freud, Pope Leo, and John Pemberton Had in Common 16
3 The Tangled Chain of Title 32
4 Asa Candler: His Triumphs and Headaches 45
5 Bottle It: The World's Stupidest, Smartest Contract 66
Part II Heretics and True Believers (1900-1922)
6 Success Under Siege 83
7 Dr. Wiley Weighs In 101
8 The Sinister Syndicate 116
9 Coca-Cola's Civil War 128
Part III The Golden Age (1923-1949)
10 Robert W. Woodruff: The Boss Takes the Helm 143
11 A Euphoric Depression and Pepsi's Push 162
12 The $4,000 Bottle: Coca-Cola Goes to War 184
13 Coca-Cola Über Alles 201
Part IV Trouble in the Promised Land (1950-1979)
14 Coca-Colonization and the Communists 219
15 Breaking the Commandments 233
16 Paul Austin's Turbulent Sixties 256
17 Big Red's Uneasy Slumber 277
Part V The Go-Go Goizueta Era (1980-1997)
18 Roberto Goizueta's Bottom Line 309
19 The Marketing Blunder of the Century 328
20 The Big Red Machine 344
21 Global Fizz 367
Part VI Quenching All Thirsts (1997-2013)
22 Ivester Inherits a World of Trouble 399
23 Daft Dilemmas 413
24 Turnaround 435
25 Surging Ahead 451
26 World Without End? 470
Appendix 1 The Sacred Formula 487
Appendix 2 Coca-Cola Magic: Thirty-Five Business Lessons 494
Note on Sources 502
Acknowledgments 506
Index 507