The
Essence of Capitalism is a
timely account of globalization, the consumer
culture, and the historical roots of our contemporary
dilemmas. By tracking the 130-year history of
Coca-Cola (and a number of other large American or
transnational corporations), this book details all
that is best, worst and most powerful about global
capitalism.
This
is the tale of how Coca-Cola was lucky in its
marketing and business practices to enable it to
expand beyond its original market (that which a horse
drawn cart could cover in a day) to today's massive
corporate status. Through the use of the franchise,
extreme quality control and powerful marketing, it
shows how Coca-Cola--a company with virtually one
product that nobody actually needs and that is, in
its original sugar-laden form, plainly very bad for
people--went from being a feel good tonic in
competition with over a thousand other similar drinks
to being the major market force for soft drinks.
The
book covers topics such as the creation of the idea
of a corporation to having the status of person, how
the money market works in the flow of capital, the
effect of marketing and advertising on consumer
tastes, and how free trade really becomes oligopoly.
By presenting a frightening set of examples, McQueen
even joins the debate over what constitutes human
nature when he demonstrates how corporations are
creating a second nature by altering our needs,
whether through the saturation of food with
sweeteners or through genetic manipulation.
McQueen's
engrossing book is a through and meticulously
documented history of the fortunes of the
brewers, bottlers and marketers of Coca-Cola that
casts its net wide.
--Sydney Morning Herald
A
very readable book with extensive referencing and
a substantial bibliography that fulfils the
valuable service of exposing certain unfair and
immoral practices to public scrutiny.
--Australian Book Review
An
accessible, yet agreeably densely packed 130 year
exploration of capitalism...a seriously
entertaining book.
--The Weekend Australian
Takes
the reader not only down the main streets of
capitalism but also through less familiar back
lanes and sewers of its development. A compelling
read, both fascinating and empowering.
--Australian Bookseller and
Publisher
Very
stimulating...an impressively broad foundation of
reading and references, and good history. At the
same time, there is a distinct element of
critique, as these manipulative corporations are
examined and found wanting.
--Business History
Table of Contents
Humphrey
McQueen, an original and provocative thinker,
features regularly as a commentator on Australian
radio, and as a contributor to various newspapers,
and magazines. He is the author of more than a dozen
books on subjects ranging through history, politics
and the visual arts. He is currently at work on a new
book on alienation entitled Nights
Are for Love: The Splendors and Miseries of Work.
424
pages, 6x9, bibliography, index
Paperback ISBN: 1-55164-220-4 $28.99
Hardcover ISBN: 1-55164-221-2 $57.99
Current Affairs /
Business & Economics
May
2003
For
more information on Humphrey McQueen see http://www.alphalink.com.au/~loge27
