Overview

Find out how McDonald's grew from one restaurant to become the globe-dominating chain it is today. It looks at some of the brightest business minds behind McDonald's meteoric rise, the development of the company's most famous products, from the Big Mac to the Happy Meal and reveals the marketing and PR strategies that have built McDonald's the powerful brand it is today. From marketing alliances to the company's attempts to counter its critics, this is a fascinating look at McDonald's, and at the fast-food industry as a whole. Big Brands is the perfect series for budding entrepreneurs who want to find out what goes on behind the scenes of the world's biggest companies. Ideal as a leisure read to accompany Business Studies GCSE or A Level, or for cross-curricular biography and literacy work at KS2.

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Cath Senker is a children's non-fiction writer and a project manager and editor on non-fiction titles for both children and adults. Before embarking on a freelance career, she worked as a commissioning editor for a children's educational publishing company for eight years. She is also an experienced ESOL teacher. Cath volunteers with City Reads, a project that aims to widen the enjoyment of books and reading among people of all ages, especially people from disadvantaged communities. She is a also a keen amateur cyclist, cook and gardener.

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