How Coke and Pepsi's rivalry shaped marketing — and …
Getting to the roots. Coke and PepsiCo, Pepsi's parent company, may be two multinational corporations whose reach and extensive product portfolios can make the mind reel, but their story is also one with a clear underdog.The disparities have stretched far back: Coke's estimated marketing budget in 1939 soared into the millions, according to "The Cola Wars," …