"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...

Advertising : bridging the economic and social sphere -- Objectives and effects : what advertising can (and cannot) do, and how to plan for results -- Audiences and consumers : how people read products and consume ads. How ads read people -- The creative idea in practice and in theory -- Text...