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Bartow J. Elmore
pubblicato da
W. W. Norton & Company
"Citizen Coke demostrate[s] a complete lack of understanding aboutthe Coca-Cola systempast and present." Ted Ryan, the Coca-Cola Company
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.
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