Includes index.

The inside story of the business war that shook the soft-drink industry--the battle between Coca-Cola and Pepsi. Roger Enrico, the president of the Pepsi-Cola Company, attributes the beginning of the battle to the "Pepsi Challenge," an advertising campaign by Coca-Cola's chief rival featuring comparison tests in which consumers expressed a preference for the taste of Pepsi over Coke. The Coca-Cola Company responded with New Coke, which was a marketing debacle. For Enrico, that was terrific. A marketer to the core, his preoccupation is with the advertising campaigns he employed in the war against Coca-Cola. Enrico has no doubts -- an effective marketing campaign is more important than the product it sells, which makes him the quintessential entrepreneur for the age of advertising. This is a case study of how market-research, imagery, and advertising have taken over American business.

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