Abstract
With a candour that is at once engaging and shocking, the president of McDonald’s UK declares he has just discovered marketing. “Asking customers what they want is a simple and effective idea,” says Paul Preston. “It saves a hell of a lot of wasted time in the boardroom by executives trying to second-guess what people may or may not like.”
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© 1999 Macmillan Publishers Limited
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Evans, M., Moutinho, L. (1999). The Marketing Concept. In: Contemporary Issues in Marketing. Palgrave, London. https://doi.org/10.1007/978-1-349-14299-6_1
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DOI: https://doi.org/10.1007/978-1-349-14299-6_1
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-67774-2
Online ISBN: 978-1-349-14299-6