Cover -- Half Title -- Series Page -- Title -- Copyright -- Contents -- Introduction -- 1 The rise of programmatic (and problematic) advertising -- 2 Budweiser -- reimagining America's beer -- 3 Gillette -- the best a man can be -- 4 Vogue -- finally fashioning diversity -- 5 Patagonia -- 'don't...

"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...