What else than the Coca-Cola Company? The king of marketing

Coca-Cola is a brand recognized by 94 percent of the world’s population (Coca-Cola, 2016). The first marketing efforts were implemented in year 1887, with coupons promoting free samples followed up with newspaper advertising. Today, the brand identifies as fun with high consumer engagement (Coca-Cola, 2016). In the mid-2002 with the rise of Web 2.0, the marketing challenges of digitalization came to shift the power of marketers to the power of consumers (Hennig-Thurau, et al., 2013).

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