02499nam a22004811i 4500 000710680 CaToSAGE 20240202172917.0 20170113114404.0 m|||||o||d|||||||| cr ||||||||||| 170109r20172011enka fob 001 0 eng d NEZPRACOVANÝ IMPORT 9781526409812 (ebook) : No price (OCoLC)1017725968 CaToSAGE eng CaToSAGE rda pn UtOrBLW TX945.3.M33 R63 2017 641.5951 Robinson, David, author. McDonald's 55 cent promotion / David Robinson. London : SAGE Publications Ltd, 2017. 1 online resource : illustrations. text txt rdacontent computer c rdamedia online resource cr rdacarrier SAGE Knowledge. Cases Originally published in Robinson, D. (2011). McDonalds 55 cent promotion. The Berkeley-Haas Case Series. University of California, Berkeley. Haas School of Business. Includes bibliographical references and index. After decades of international success, by 1997, McDonalds faced slowing sales growth and stiff competition in the United States. Price promotion seemed like a good way to rekindle sales growth. However, in June 1997, McDonalds corporate management abruptly announced that it was cancelling its price promotion, "Campaign 55," which had been planned to last all year. The attention-getting pricing plan was to feature a different hamburger-sandwich each month at the bargain price of just $0.55 (in honor of the 1955 founding of the fast food chain). The promotion began with the companys flagship product, the Big Mac. Since the regular price of a Big Mac was close to $2, it was surprising that the company's loyal customers joined restaurant owners and howled in complaint about the "55" promotion. Description based on XML content. elektronické knihy fd186907 czenas electronic books eczenas McDonald's Corporation. Fast food restaurants Marketing. Fast food restaurants Prices. Consumer behavior. SAGE Knowledge. Cases. SAGE Knowledge https://sk.sagepub.com/cases/mcdonalds-55-cent-promotion Plný text SBC EB NEPOSILAT EB