Coca-Cola, or Coke, is a soft drink made by The Coca-Cola Company. Originally marketed as a temperance drink and intended to be patented, it was invented in the late 19th century by John Stith Pemberton and acquired by businessman Asa Griggs Candler, whose marketing tactics led Coca-Cola to its dominance of the global soft drink market throughout the 20th century.
In these two educational films, Professor Jacquet examines the practices that Coca-Cola used to regain market power after particularly difficult financial and public image times.
Anecdotes, presentations by the players and commented financial analysis, these educational films will enthrall anyone who has ever tasted a cold Coca-Cola on a hot summer day. They also talk about Pepsi Cola and the cola wars.
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