Glocal marketing in the fast food industry

Table of Content

Table of Content I

List of Tables. II

1      Introduction. 1

2      Glocal Marketing. 2

2.1       Definition. 2

2.2       Global Branding. 3

2.3       Product Standardisation vs. Product Adaptation. 5

2.4       Price and Place. 7

3      Glocal marketing in the Fast Food Industry using the Example of McDonald’s. 9

3.1       The Fast Food Industry. 9

3.2       Company Profile. 9

3.3       Marketing at McDonald’s. 10

4      Conclusion. 11

Appendix I 12

Appendix II 13

Bibliography. 14