000			02653cam a22003378i 4500
001			on1178868560
003			OCoLC
007			ta
008			210423s2021 nyua b 001 0 eng
010			_a 2020028926
020			_a9781138495449 (hbk.)
020			_a1138495441
035			_a(OCoLC)1178868560 _z(OCoLC)1162539043
050			_aHF5415.1255 _b.D47 2021
245	0	0	_aDecoding Coca-Cola : _ba biography of a global brand / _cedited by Robert Crawford, Linda Brennan and Susie Khamis.
260			_aNew York : _bRoutledge, _c2021.
300			_ax, 240 p. : _bill.
490	0		_aRoutledge studies in marketing; _v15
504			_aIncludes bibliographical references and index.
505	0		_aIntroduction: Unpacking Coke -- 1. Coke and The Coca-Cola Company -- 2. Coke and the Hilltop -- 3. Coke and the Super Bowl -- 4. Coke and the media -- 5. Coke and gender -- 6. Coke and the digital age -- 7. Coke and design -- 8. Coke and sustainability -- 9. Coke and the environment -- 10. Coke and the Cold War -- 11. Coke and America -- 12. Coke and the beach -- 13. Coke and the kids -- 14. Coke and health -- 15. Coke and the competitor -- Index.
520			_a"This collection of essays delves into the Coke brand to identify and decode the DNA of this iconic brand. Unlike other accounts, these essays adopt a global approach to understand this global brand. Bringing together an international and interdisciplinary team of scholars, Decoding Coca-Cola critically interrogates the Coke brand as well its constituent parts. By examining those who have been responsible for creating the images of Coke as well as the audiences that have consumed them, these essays offer a unique and revealing insight into the Coke brand and asks whether Coca-Cola is always has the same meaning. Looking into the core meaning, values, and emotions underpinning the Coca-Cola brand, it provides a unique insight into how global brands are created and positioned. This critical examination of one of the world's most recognisable brands will be an essential resource for scholars researching and teaching in the fields of marketing, advertising, and communication. Its unique interdisciplinary approach also makes it accessible to scholars working in other humanities fields, including history, media studies, communication studies, and cultural studies"--
610	2	4	_aCoca-Cola Company.
650		4	_aBranding (Marketing)
650		4	_aAdvertising.
650		4	_aInternet advertising.
650		4	_aGlobalization _xSocial aspects.
700	1		_aCrawford, Robert, _d1975-
700	1		_aBrennan, Linda L.
700	1		_aKhamis, Susie.
942			_2lcc _cBK
999			_c1023 _d1023