To examine the marketing communication strategy of McDonald's in UK. Its impact on the buying behaviour of consumers and consideration of factors contributing to the success or failure of the brand

      Аннотация: The title of this book is: “To examine the marketing communication strategy of Mc Donald's in UK, its impact on the buying behaviour of consumers and examination of factors contributing to the success or failure of the brand”. Problem statement is of significant interest and importance as it shows the effect of McDonalds marketing communication strategy on aspects such as: sales, consumer buying behaviour, consumer’s attitude towards food and association of factors contributing to the success or failure of the brand.

Ключевые слова: advertising, buying behaviour, marketing communication, Target market