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" The other guy blinked : "
Roger Enrico and Jesse Kornbluth.
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BL
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| Record Number
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879086
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| Main Entry
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Enrico, Roger.
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| Title & Author
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The other guy blinked : : how Pepsi won the cola wars /\ Roger Enrico and Jesse Kornbluth.
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| Publication Statement
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Tononto ;New York :: Bantam,, 1986.
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| Page. NO
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viii, 280 pages ;; 24 cm
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| ISBN
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0553051776
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: 9780553051773
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| Notes
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Includes index.
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| Abstract
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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.
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| Subject
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Coca-Cola Company.
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PepsiCo, Inc.
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Coca-Cola Company.
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PepsiCo, inc.
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| Subject
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Soft drink industry-- United States.
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Soft drink industry.
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Coca-Cola Company.
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Concurrentie.
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Frisdrankenindustrie.
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Pepsi Cola.
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United States.
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| Dewey Classification
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338.7/66362/0973
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| LC Classification
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HD9349.S634P464 1986
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| NLM classification
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338.7 E59o
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83.67bcl
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cci1icclacc
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| Added Entry
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Kornbluth, Jesse.
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