Annotated Bibliography:

Primary Sources:
"Coke: excellence in progress." Marketing 1 June 2013: 07. Student Resources in Context. Web. 9 Nov.
2015. This source can be useful to our research because it is a reliable primary source that shows some of
Cokes marketing history success. It provides an analysis of the development of their message to
consumers.

"Coke's midfield marshal: African Business editor Anver Versi meets Nathan Kalumbu, President of
Coca-Cola Eurasia and Africa Group." African Business Aug.-Sept. 2014: 35+. Global Issues in Context.
Web. 9 Nov. 2015. This source is a reliable primary source that can be helpful proof for our project
because it gives a new perspective into the company from the viewpoint of an official in the company.

Corporate. "The Coca-Cola Company Announces Leadership Appointments to Support

New Operating Structure." Coca Cola Company. 2015 THE COCA-COLA COMPANY,
12 Sept. 2012. Web. 18 Oct. 2015. <http://www.coca-colacompany.com/
press-center/press-releases/
the-coca-cola-company-announces-leadership-appointments-to-support-new-operatingstructure/>. This article appoints the new 'international manager' if
you want to the say that, and it explains the significance of it.

Delicious to The Last Drop Poster. Collectors Weekly. N.p., n.d. Web. 2 Nov. 2015.
<http://www.collectorsweekly.com/articles/the-toxic-history-of-soda-pop/>. This article provides
an excellent description of modern day Coca Cola and also an excellent old-school Coca Cola
advertisement. This can be helpful to our research because it can be used a good poster picture.

Early Coca Cola Poster. The Good Drugs Guide. Internet Brands Health, n.d. Web. 27 Oct.
2015. <http://www.thegooddrugsguide.com/gallery/c_cocacola_poster.htm>. This is an example
of an early Coca Cola advertisement from 1903. It lives up to the four basic key parts of Coca
Cola marketing, which can be useful for our project because marketing is our main focus. This is
also a primary source

"Home." Pom Wonderful. POM Wonderful LLC.., n.d. Web. 3 Dec. 2015.
<http://www.pomwonderful.com/>. POM Wonderful initiated the case
against coke for false advertising alleging that they were advertising
healthy drinks when they weren't healthy. We needed background and pictures
from their site on this.

Mukerjee, Indranil. "Globalization: Environmental and Health Practices of American Companies

Abroad." Government, Politics, and Protest: Essential Primary Sources. Detroit: Gale, 2006. 369-372.
Global Issues In Context. Web. 5 Nov. 2015.
This article focuses on the controversies surrounding the Coca Cola Company in India. When a
water shortage occurred and of course Coke needed water to create their soft drink, a feud began
with environmental groups who didnt want them harming the environment at all to extract water.
This gives us multiple viewpoints of the opinions surrounding the company that we can use to
solidify our project and commentary.

"New Operating Structure." Coca Cola Company. http://www.coca-colacompany.com/

our-company/leadership-biographies/, 1 Jan. 2013. Web. 18 Oct. 2015.
<http://www.coca-colacompany.com/our-company/leadership-biographies/>.
This page has the biographies of regional managers at Coca Cola which could
be useful because it may give possible primary sources.

Open Happiness. Morally Marketed. Morally Marketed, n.d. Web. 27 Oct. 2015.
<http://www.morallymarketed.com/case-studies/coca-cola-grandpa-advert-re-educating-consumers/>.
This picture is a fairly recent coca cola ad. It definitely shows the happiness aspect of the coca cola
marketing scheme, and it relates to our topic in a very direct way through the explorativ marketing
strategies it presents.

\"The Doctrine of Multinational Sell." American Decades Primary Sources. Ed. Cynthia Rose. Vol. 8:
1970-1979. Detroit: Gale, 2004.92-95. U.S. History in Context. Web. 28 Oct. 2015.
PepsiCo and Coca Cola are the two largest global marketers of soft drinks in the world to date
and this article explores the various feuds the two have in attempting to grab some of the others
market. In the 1970s both companies, a the same time, began to buy out many other companies,
some of which had nothing to do with soft drinks and this was a perfect model of the American
economic development in that time.

Tripathi, Salil. "A dishonest campaign against U.S. colas; India." International Herald Tribune 25 Aug.
2006: 6. Global Issues In Context. Web. 5 Nov. 2015.
This article offers an opposing viewpoint to many of the numerous health claims that have been
the cause for lawsuits against the Coca Cola Company over the years. The author, specializing in
economics, claims that punishing Coke and Pepsi for alleged pesticides they are said to have in
their drinks doesnt make food any safer and is a waste of resources.

1940 Bottling Plant. Getty Images. N.p., n.d. Web. 2 Nov. 2015.
<http://www.gettyimages.com/detail/news-photo/this-photo-taken-on-june-7-in-clamart-nearparis-shows-news-photo/170116906>. This photo can be used as a primary source photograph. It
shows one of the original all-american Coca Cola bottling plants.

1940 Coca Cola Bottling Plant. Greenwood, Mississippi. N.p., n.d. Web. 2 Nov. 2015.
<http://www.aboutgreenwoodms.com/coca-cola-bottling.html>. This is another photo 1940s
Coca Cola bottling plant, which can be used as another primary source photograph.

140 Happy Calories. The Huffington Post. Huffington Post, n.d. Web. 27 Oct. 2015.
<http://www.huffingtonpost.com/2013/07/18/coca-cola-ad-banned_n_3618635.html>. This
specific Coca Cola ad was actually banned, but it is quite modern, and it does relate to the
simplicity in coca colas successful marketing scheme. Its no wonder it got peoples attention.

"12 Timeless Quotes from Don Keough." Coca Cola Journey. 2015 THE COCA-COLA
COMPANY, n.d. Web. 2 Dec. 2015. <http://www.coca-colacompany.com/stories/
12-timeless-quotes-from-don-keough/>. This man, Don Keough, was an
influential leader in the Coca Cola corporation for quite a time and these
quotes symbolize his wisdom and leadership but also marketing strategies.
In was under him that "New Coke" came out which, at the time, seemed very
likely to do well.

Secondary Sources:
Bunton, Todd. Growth and Income: The Coca Cola Company. New York City: Zacks
Investment Research, 2010. Print. Authors Blog. This technical report
provided specific statistics of the marginal growth that the company
underwent in recent years and with this we can then correlate it with
statistics about increasing production versus profit gaps to demonstrate
the corporate progression in America. Most revenue and income generating
parts of the company increased in double digits while its overall profit

margin far exceeds the average for even a corporation.

Cantwell, Vanessa. The History of Coca Cola. Journalism of Florida State University. FSU,
n.d. Web. 1 Oct. 2015. <http://iml.jou.ufl.edu/projects/spring08/Cantwell/20thcent/20-40.html>.
This article talks about how during the 1920s and 1930s, Coca Cola was really starting to heat
up their advertising campaign. Right around Prohibition Coke was starting to become a bottled
drink which was said to give people the feel of drinking again. This information can be useful
to our project to show how Coca Cola first began marketing their corporation.

Elmore, Bartow. "How Coca Cola Built a Sugary Empire." Fortune. Fortune, n.d.
Web. 22 Oct. 2015. <http://fortune.com/2014/11/25/
coca-cola-capitalism/>. This article, a commentary, provides a bias
prospective against the corporation to counter the articles we collected
which came directly from the company so that they natural painted the
company in a perfect light. In the 1970s, Coca Cola relied heavily on a
public non-profit effort to make better recycling to benefit their plastic
bottle production.

"Forming a Corporation." US Small Business administration. US Government, n.d.

Web. 18 Sept. 2015. <https://www.sba.gov/content/corporation>. The US
government is the primary licensing place for corporations so this website
article gave an overview of how you can form a corporation from scratch.
It states that a corporation is burdensome because it can be double taxed first paying to the
shareholders and then the government. This helps us to better understand how Coca Cola was
started so we may analyze how it retained all the immense power it possesses today. (secondary)

Hays, Constance L. Truth and Power at the Coca-Cola Company. New York: Random
House Trade Paperbacks, 2004. Print. The Real Thing. This book gives insight into the
motivations behind Coca-Colas severe power grab that led to their enormous power imbalance.
In 1899, the company was selling 7 million cokes a month and it was already a household brand
name, however the CEOs wanted their signature drink to be available in every nook and
cranny so they began grabbing permits and buying out companies to increase
their area and revenue. (secondary)

Lazonick, William. "Profits without Prosperity." Harvard Business Review.

Copyright 2015 Harvard Business School Publishing., n.d. Web. 20 Oct.
2015. <https://hbr.org/2014/09/profits-without-prosperity>. This
review isn't centered around the Coca Cola Company, however it gives
insight into how the corporate market has continued to see rise in profit
margins all the while the market has either stayed level or even gone down
with employment opportunities, job creation, economic boost, etc. This is
definitely mostly contributed to the fact that 54% of corporate earnings in
2014 went to buying their own stock and then dividends made up 37% of the
rest which didn't leave even enough to lower prices let alone establish new
developments.

Leonard, Annie. Story of Citizens United vs FEC. Story of Stuff. Story of Stuff
Project, n.d. Web. 22 Sept. 2015. <https://www.youtube.com/
watch?v=k5kHACjrdEY&edufilter=cy5S-MlzFVtqEi1GGGUnoQ>. This is a youtube
video put out by a website called story of stuff and it gives a very
interesting analysis of corporate power grabbing in government especially

that came as a result of the Supreme court case Citizens united vs FEC.
Corporations argued that they were people with therefore the same first
amendment rights as people. Although very bias against large power and free
market, a lot of factual evidence was included. (secondary)

Miles, Chris. "10 Corporations Control Almost Everything You Buy."

Information Clearing House. World News Daily, n.d. Web. 22 Sept. 2015.
<http://www.informationclearinghouse.info/article36743.htm>. There
are only 10 major corporations that have control of almost everything you
buy on a daily basis. It is hard to grasp a full picture of the immense
power these companies, coca cola being one of them, have. This chart gives
us a general overview of just how much beyond the signature soft drink coca
cola company influence extends. (secondary)

Roach, Brian. Corporate Power in a Global Economy. Medford, MA: Copyright 2007
Global Development And Environment Institute, Tufts University., 2007.
Print. This article provides analysis of corporate use of global marketing
strategies that present themselves as more down-to-earth to attract more
customers and therefore get more business. Ben and Jerry's is ranked, or at
least was ranked, as the world most committed family-owned business and
then it was bought by a huge corporation which turned it into just another
number on their profit margin list.

Roosevelt, Franklin D. "Message to Congress on Curbing Monopolies." Congress.

Congress, Washington DC. 29 Apr. 1938. Speech. This source showed how the
influence of corporation in economy was already beginning to become bloated

and out of balance even in the 1930s. Franklin D Roosevelt says that a
democracy isn't safe if the business system is so rich that it may not need
to provide jobs or opportunities for employment because it has a monopoly
or overpowering influence on a product.

US Bureau of Economic Analysis. "Corporate Profits After Tax (without IVA and
CCAdj)." Economic Reserve: Federal Reserve Bank of St. Louis. Federal
Reserve Bank of St. Louis, One Federal Reserve Bank Plaza, St. Louis, MO
63102, n.d. Web. 20 Oct. 2015. <https://research.stlouisfed.org/fred2/
series/CP>. Although short and without many words, this chart primarily
shows us the profit margin data from the last 3/4 of a century with which
we can compare to a growth chart and finally to Coca Cola's growth chart to
see if there is any relation and what role the company plays. Right after
the beginning of the 21st century, the corporate profit margins increase
extremely fast and dramatically in a very short period of time.

Warkentin, Shahrzad. "What Can We Learn from Coca-Cola's Global Marketing

Success?" Smartling. 2015 Smartling, Inc., 18 Dec. 2014. Web. 7 Oct.
2015. <https://www.smartling.com/2014/12/18/
what-can-we-learn-from-coca-colas-global-marketing-success/>. This
article on Smartling talks about the main parts of Coca-Cola's excellent
success in global marketing, since after all, they are on top of the game.
The main parts of Coca Cola's success that are said are: Simplicity,
Socialization, Personalization, and experience. This can be a helpful
source to us because Coca-Cola was one of the first companies to 'explore'
and 'encounter' a successful way of marketing.

Wright, Rupert. "Profile: Coca-Cola: Ice-cold times for an icon; The world's greatest brand seems to have
lost its way. Rupert Wright investigates the crisis at Coke." Independent on Sunday [London, England] 30
Jan. 2000: 27. Global Issues In Context. Web. 5 Nov. 2015.
This article examines the claim that in the early 2000s coke seemed to be leveling out its market
and growth projections. In this period, due to losing money, Coca Cola made a plan to dump
another 6,000 workers - around 5 per cent of the workforce trying to level margins. In knowing
this, we can explore the market strategies that Coca Cola employed which eventually brought it
back on track.