liu.seSearch for publications in DiVA
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • oxford
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Drink!: En analys av The Coca-Cola Company's marknadsföringshistoria ur ett moderniseringsperspektiv
Linköping University, Department for Studies of Social Change and Culture.
Linköping University, Department for Studies of Social Change and Culture.
2009 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Drink! : The Marketing History of The Coca-Cola Company: A Modernization Perspective (English)
Abstract [en]

Drink! The Marketing History of The Coca-Cola Company: A Modernization Perspective examines the development of The Coca-Cola Company’s marketing history, from the founding of the company in 1886 until today. The Coca-Cola Company has been superior on the market for over a century. It has also developed along with the urbanisation of its society, which is interesting in a modernization perspective. The essay investigates the marketing strategies of the company, with focus on three themes: gender, sponsorship and interactive culture phenomenon. The examination is based on an analysis of six significant photo- and TV advertisements, two from each theme. The research is based on profound literature studies combined with studies of visual culture. With the work of this essay, we have come to the conclusion that The Coca-Cola Company has reached its power and fame because of it’s creative marketing strategies. Hence, of the fact that the company has developed together with the urbanisation and technical an economical growth of society.

Place, publisher, year, edition, pages
2009. , 41 p.
Keyword [sv]
Coca-Cola, The Coca-Cola Company, marknadsföring, marknadsföringsstrategier, marknadsföringshistoria, reklam, modernisering, moderniseringsperspektiv, genus, upplevelsekultur, sponsor, sponsing, bildanalys
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:liu:diva-20569ISRN: LIU-ISAK/KSM-G- -09/16- -SEOAI: oai:DiVA.org:liu-20569DiVA: diva2:235175
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Available from: 2010-01-20 Created: 2009-09-14 Last updated: 2010-01-20Bibliographically approved

Open Access in DiVA

fulltext(4358 kB)3089 downloads
File information
File name FULLTEXT01.pdfFile size 4358 kBChecksum SHA-512
99dbc977e18db524f21365bf77acba9543e4beb9298a8678896f7636f620ce67d85be6722897524dd94d0cfda73e40ec9536a80d3743bdf1514c131f86cb3ed8
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Hedblom, KarinForsgren, Oskar
By organisation
Department for Studies of Social Change and Culture
Social Sciences

Search outside of DiVA

GoogleGoogle Scholar
Total: 3089 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 2120 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • oxford
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf