The Other Guy Blinked: How Pepsi Won the Cola Wars

Although it's a bit old fashioned for marketing in the 21st century it is a very well-written story of the battle on Pepsi's point of view. The book is very easy to read and the story goes very easy. Anyway it can help you get examples of what great communication can do.

A bit one sided, but what can you expect. Still a very interesting perspective on Pepsi's strategy throughout history and especially during the cola wars. Must have been an exciting time to work for the company. Lots of interesting business/branding issues. You may also want to read something by Sergio Zyman who was CMO for Coke at thew time, now of Zyman Group to get a wider perspective. He's written `The End of Marketing as We Know It' , `The End of Advertising as We Know It' , `Renovate Before You Innovate : Why Doing the New Thing Might Not Be the Right Thing' , `Building Brandwidth: Closing the Sale Online' ... But yes I definitely enjoyed this book about Pepsi. Tom Anderson Anderson Analytics, LLC http://www.andersonanalytics.com

This book turned out to be an excellent coverage of the Coca-Cola and Pepsi battle. You are given excellent in views of the details that took place during this war. You are also shown some of the main characters that helped to make this story a businesshappening during this time.All in all a very good book that willgive you an interesting insight to this battle between the soft drink giants.

This interesting book on Pepsi, and Coke-a-cola, is really interesting

While reading this book, I actually felt like I was in Pepsi's corporate headquarters, in Purchase New York, listening in on their strategic planning and implementation. Roger Enrico wrote this book when he was just the president of Pepsi USA. He tells a great story of the underdog going to battle with the giant. Today Enrico is the CEO of Pepsi CO, and responsible for the spin off that created the new company Tricon. Reading this book will emphasize one's understanding of the importance and value of having a good mentor. Also, after reading Enrico's accounts of the "cola wars" one may never want to watch television or go to the movies again, because all of the real life drama is created by the competition that corporate America thrives on. Enrico points out that Pepsi alone sells enough soft drinks in a year to float an entire armada, and then proposes the question "why?" As he says, water is a lot cheaper and booze provides a better kick. Its all about great marketing. Once I picked the book up, I couldn't put it down.