Dr. Ian Gordon ASC NUS Back to AS3219
AS3219 American Business and Technology:
From the Armory System to Microsoft
Semester 1 2000-2001
Dr. Ian Gordon
AS7/02-29
Ph. 874 4694

Lecture 5
Marketing Products (a): The National Market, Creating Markets,  Coca-Cola and Pepsi-Cola

Reading:
Tedlow, Richard S. New and Improved: The Story of Mass Marketing in America. New York: Basic Books, 1990. Introduction and Chapter Two. NUS Library Holding

Additional:
Allen, Frederick. Secret Formula: How Brilliant Marketing and Relentless Salesmanship Made Coca-Cola the Best-known Product in the World. New York: Harper Business, 1994. NUS Library Holdings
Enrico, Roger, and Jesse Kornbluth. The Other Guy Blinked: How Pepsi Won The Cola Wars. New York: Bantam, 1986. NUS Library Holdings
Frank, Thomas. The Conquest of Cool: Business Culture, Counterculture, and the Rise of Hip Consumerism. Chicago: University of Chicago Press, 1997. Chapter 8. NUS Library Holdings
Greising, David. I'd Like the World to Buy a Coke: The Life and Leadership of Roberto Goizueta. New York: Wiley, 1998. NUS Library Holdings
Hays, Constance L. "How Coke Pushed Rivals Off the Shelf " New York Times (August 6, 2000). Web version
Hollander, Stanley C., and Richard Germain. Was There a Pepsi Generation Before Pepsi Discovered It?: Youth-based Segmentation in Marketing. Chicago, Ill.: American Marketing Associaton, 1992. NUS Library Holdings
Pendergrast, Mark. For God, Country, and Coca-Cola: The Unauthorized History of the Great American Soft Drink and the Company that Makes It. New York: Scribner's, 1993. NUS Library Holdings
See also:
Marketing Successes of Coca-Cola: Why They Work. Shawnee Mission, KS: RMI Media Productions, 1983. Videorecording. NUS Library Holdings

Links will be added to the following after lectures:
Lecture Outline
Study Guide

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Last update August 21, 2000.                                             © National University of Singapore - American Studies Centre
Contact: Ian Gordon