A comparative study on international marketing mix in China and India: The case of McDonald’s

• Main Authors: Chan, S. Yeo, Kong, C. Leong, Lee, C. Tong, Su, Hang, Tang, Y, Abdul Ghani, Ahmad Bashawir, Subhan, Muhammad
• Format: Conference or Workshop Item
• Language: English
• Published: 2012
• Subjects: HF Commerce
• Online Access: http://repo.uum.edu.my/10293/1/1.pdf; http://repo.uum.edu.my/10293/; http://www.elsevier.com/locate/procedia
• Institution: Universiti Utara Malaysia

This study examines the international marketing mix done by the McDonald’s in two different important markets.The objective is to analyze and understand the similarities and differences of the international marketing mix strategy implementation by the company.Using comparative analysis, this study f...