McDonald’s: “think global, act local” – the marketing mix

Vignali, Claudio (2001) McDonald’s: “think global, act local” – the marketing mix. British Food Journal, 103 (2). pp. 97-111. ISSN 0007-070X

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Abstract

Focuses on the marketing mix of McDonald’s. Highlights how the company combines internationalisation and globalisation elements according to various fast food markets. Using the effect of strategical and tactical models, the case illustrates the effect of McDonald’s on the global environment and how they adapt to local communities. Describes future franchise plans for McDonald’s.

Item Type: Article
Article Type: Article
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
Divisions: Schools and Research Institutes > Business School > Marketing and Retail
Research Priority Areas: Applied Business Research
Depositing User: Anne Pengelly
Date Deposited: 23 Nov 2015 12:45
Last Modified: 23 Nov 2015 12:45
URI: http://eprints.glos.ac.uk/id/eprint/2839

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