Includes bibliographical references (page 535) and index.

FMCG: the power of fast-moving consumer goods -- Where and when? -- Coca-Cola -- Colgate Palmolive -- Danone -- Dean Foods -- General Mills -- Heinz -- Henkel -- Kelloggs -- Kimberly-Clark -- Kraft -- L'Oreal -- Mars -- Nestle -- Procter & Gamble -- Pesico -- Reckitt Benckiser -- The Estee Lauder Company -- Unilever -- Emerging markets -- Global FCMGs -- Money, mojo or marketing?

"This book is a history of the some of the world's most famous brands, from humble beginnings to current exalted status, from smudged, kitchen-table pamphlets to $ multi-million ad campaigns, from backyard experiments to global research. It examines the most recent developments in these glittering trajectories and reveals the very DNA of the brands themselves. Is it mastery of absorbency, the virtuoso integration of acquisitions, developing incomparable consumer trust, the ability to think in decades? All is revealed."--Publisher's description.