Citizen Coke: The Making of Coca-Cola Capitalism
Bartow J Elmore
(Author)
Description
By examining "the real thing" ingredient by ingredient, this brilliant history shows how Coke used a strategy of outsourcing and leveraged free public resources, market muscle, and lobbying power to build a global empire on the sale of sugary water. Coke became a giant in a world of abundance but is now embattled in a world of scarcity, its products straining global resources and fueling crises in public health.
Product Details
Price
$18.95
$17.62
Publisher
W. W. Norton & Company
Publish Date
December 06, 2016
Pages
432
Dimensions
5.4 X 1.0 X 8.0 inches | 0.75 pounds
Language
English
Type
Paperback
EAN/UPC
9780393353341
BISAC Categories:
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About the Author
Bartow J. Elmore, an Atlanta native, grew up drinking Coke. He now teaches history at the University of Alabama.
Reviews
As the soda wars heat up, this book is an indispensable resource.--Michael Pollan
A fascinating, thought-provoking approach to Coca-Cola history through the drink's primary ingredients--water, sugar, high-fructose corn syrup, coca leaf, caffeine--and the glass, plastic, and aluminum that contain them.--Mark Pendergrast, author of For God, Country & Coca-Cola
Citizen Coke is a brilliant analysis of Coke's empire in ecological, economic, and social terms. It allows us to see the contours of an economy based on partnerships between governments and corporations like Coca-Cola. It makes us conscious of the giant ecological footprint of the Real Thing, which impacts the real lives of real people. If you want a deeper understanding of our world today, read Citizen Coke.--Vandana Shiva, author of Stolen Harvest: The Hijacking of the Global Food Supply
[Elmore offers] unaccustomed perspectives on a company whose leading product is a household name around the globe...I doubt the Coca-Cola Co. will much like it.--Marc Levinson
A fascinating, thought-provoking approach to Coca-Cola history through the drink's primary ingredients--water, sugar, high-fructose corn syrup, coca leaf, caffeine--and the glass, plastic, and aluminum that contain them.--Mark Pendergrast, author of For God, Country & Coca-Cola
Citizen Coke is a brilliant analysis of Coke's empire in ecological, economic, and social terms. It allows us to see the contours of an economy based on partnerships between governments and corporations like Coca-Cola. It makes us conscious of the giant ecological footprint of the Real Thing, which impacts the real lives of real people. If you want a deeper understanding of our world today, read Citizen Coke.--Vandana Shiva, author of Stolen Harvest: The Hijacking of the Global Food Supply
[Elmore offers] unaccustomed perspectives on a company whose leading product is a household name around the globe...I doubt the Coca-Cola Co. will much like it.--Marc Levinson
