The McDonald's Corporation is not only the largest system-wide sales service in the world, it is a phenomenon in its own right, and is now recognized as the mos

The McDonald's Corporation is not only the largest system-wide sales service in the world, it is a phenomenon in its own right, and is now recognized as the mos

"Americans work three jobs just to make ends meet, and unemployment is low only because so many people are in jail." That’s what most European (and many Ameri

The second edition has been fully revised and includes new chapters on marketing strategy in Europe and business culture. 1. The importance of small to medium s