Extrait
Table of Content
Index of Tables
Abstract
1 Introduction
1.1 Reasons for innovative marketing in fast food industry
1.2 Definition of the problem and purpose of the paper
1.3 Terminologies
1.4 Structure and approach of the paper
2 Literature review
2.1 Factors affecting consumer diet behavior
2.2 Common marketing strategies of global fast food restaurant chains
2.3 Influence of changing consumer diet behavior on global fast food chains
2.4 Intermediate result
3 Empirical Findings
3.1 Methodology
3.1.1 Research approach
3.1.2 Research design and strategy
3.1.3 Data collection
3.1.4 Research Hypothesis
3.2 Description of the industry and companies
3.3 Case study of McDonald’s Corporation
3.3.1 Public criticism on McDonald’s
3.3.2 Marketing Strategies of McDonald’s
3.4 Case study of Just Falafel
3.4.1 Public recognition on Just Falafel
3.4.2 Marketing strategies of Just Falafel
3.4.3 Reasons for the failure of Just Falafel
3.5 Confirmation of hypotheses
4 Discussion, recommendations, implementation
4.1 Results from literature review
4.2 Findings from empirical approach
4.3 Compare and contrast the results
4.4 Answers to the research questions
4.5 Recommendations of new marketing strategies
5 Conclusion
Reference List
- Citation du texte
- Li-en Lin (Auteur), 2020, Fast Food Marketing. Analyzing the changing consumer diet behavior towards healthy eating habits, Munich, GRIN Verlag, https://www.grin.com/document/1010366
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