Issues

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

Claudio Vignali
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Tesco’s adaptation to the Irish market

Claudio Vignali
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Virgin Cola

Claudio Vignali
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Kellogg’s – internationalisation versus globalisation of the marketing mix

Claudio Vignali
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Foreword

Foreword

C. Vignali
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INTRODUCTION

Marketing management: applying the concept of the mix in the food sector – case studies

Leo Paul Dana
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