Advances in Economics, Management and Political Sciences

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Proceedings of the 2nd International Conference on Financial Technology and Business Analysis

Series Vol. 61 , 28 December 2023

Open Access | Article

A Comparison of McDonald’s Marketing Methods in the Eurasian Marketasian Market

Zimo Hu * 1
1 Adam Smith Business School, University of Glasgow, Glasgow, Scotland, G12 8QQ, United Kingdom

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 61, 1-8
Published 28 December 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Zimo Hu. A Comparison of McDonald’s Marketing Methods in the Eurasian Marketasian Market. AEMPS (2023) Vol. 61: 1-8. DOI: 10.54254/2754-1169/61/20230451.


McDonald’s has a high global brand awareness directly tied to its country-specific marketing initiatives. This study aims to compare McDonald’s marketing tactics in European and Asian markets by delving into McDonald’s global strategic marketing model, which includes. However, it is not limited to product categories, promotional techniques, and distribution networks. This study fosters reciprocal learning and provides additional ideas and methodologies for McDonald’s globalization strategy development in the future by looking for marketing variations in other regions and analyzing the strengths and shortcomings of both sides. By reviewing the literature and various secondary sources of previous relevant studies, it can be concluded that both the European and Asian markets have distinctive marketing methods that the other side lacks, which is inextricably linked to McDonald’s global customization strategy; thus, by analyzing the markets of the two sides, it may be possible to learn from the other side’s advantageous marketing modes through continuous optimization and improvement to attract more consumers. McDonald’s in other regions can also learn from its strategies to respond flexibly to different markets.


McDonald, Marketing Strategies, Promotion Channels, Fast-food


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Volume Title
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
ISBN (Print)
ISBN (Online)
Published Date
28 December 2023
Advances in Economics, Management and Political Sciences
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© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated