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This book traces the history of the Coca-Cola company, from its creation after the Civil War, to its rise as the world's best-known brand, to the New Coke marketing debacle, to its wooing of Wall Street and lavish spending upon executives until its global ambitions ran into trouble. The book also examines Coke's relationship with its independent bottlers, who helped make the soda a part of pop culture but later became a target for company executives who came to resent their power. In undoing the bottlers, however, the executives contributed to their own loss of fortune.