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McMarketing: Einblicke in Die Marketing-Strategie Von McDonald's

McMarketing: Einblicke in Die Marketing-Strategie Von McDonald's

          
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About the Book

Vorwort Nur wenige Unternehmen rufen in der Offentlichkeit so ambivalente Gefuhle und Reak- 1 tionen hervor wie McDonalds . Zum einen ist die McDonalds Corporation der we- grosste Konzern von Fast-Food-Restaurants. Das Unternehmen bedient in seinen we- weit uber 30.000 Restaurants mit 1,6 Millionen Mitarbeitern taglich mehr als 50 Mill- nen Menschen in uber 110 Landern. Zum anderen ist McDonalds haufiges Angriffsziel fur mehr oder minder begrundete Kritik aus Reihen von Verfechtern einer gesunden Ernahrung, radikalen und gemassigten Umweltschutzern, Arbeitnehmervertretern, G- balisierungsgegnern und Islamisten. Als unbestritten gilt jedoch, dass McDonalds ein Paradebeispiel fur erfolgreiches M- keting-Management gibt. Um diesem Phanomen auf den Grund zu gehen, werden wir in der vorliegenden Publikation auf auch fur den Nicht-Okonomen nachvollziehbare Weise dem Mythos McDonalds nachgehen, indem wir die Marketing-Strategie des Fast-Food- Unternehmens sowie deren Hintergrunde und anvisierten Ziele durchleuchten. Hierzu bedienen wir uns der Pressemitteilungen, Geschaftsberichte, Prospekte und sonstigen Publikationen des Unternehmens, stellen diesen Fakten und Erkenntnisse uber sowie Kritik an McDonalds gegenuber und durchleuchten bzw. kommentieren das Ganze mit Hilfe von Erkenntnissen aus der Marketing-Wissenschaft. Wir beschreiten mit dem vorliegenden Buch demnach einen Weg, der sich deutlich und bewusst von Publikationen ahnlicher Thematik abgrenzt. Denn wir nehmen die Persp- tive des neutralen Beobachters ein und betreiben weder reisserischen Enthullungsjour- lismus, wie es Insider und/oder eine politische Einstellung vertretende Publizisten zu tun pflegen, noch Unternehmenskult, wie er fur (ehemalige) Manager oder Verfasser von Unternehmens- bzw. Unternehmerbiographien symptomatisch ist."


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Product Details
  • ISBN-13: 9783834901606
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Returnable: N
  • ISBN-10: 3834901601
  • Publisher Date: 08 Nov 2018
  • Binding: Hardback
  • Weight: 680.39 gr


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