McDonald's is a Marketing Kind of Place
I've written about McDonald's for many publications over the years. It's difficult not to write about it when you cover the Chicago business scene as I have, given that it's headquartered in the Chicago area.In the old days, i.e. pre-2004, marketing at McDonald's was consumer facing while public relations was often relegated to the role of crisis management. That all started to change four years ago and I think the results have contributed greatly to the success the hamburger icon has achieved since.
So I'm looking forward to hearing Mary Dillon, McDonald's executive vice president and global CMO, speak at Mplanet 2009. She answered questions about her Mplanet talk for Marketing News recently. "The focus of my remarks will be on how global brands can build a strategic advantage in today's increasingly complex and fast-moving environment," she says.
Discussing McDonald's marketing strategy, she says: "we are focused on elevating our traditional push strategies with marketing that moves beyond the functional attributes of our offerings and highlights the benefits they deliver. It's about showing people more clearly what we provide."
Veteran business journalist John N. Frank is editorial director of AMA’s Marketing News, Marketing Management, Marketing Health Services and Marketing Research. He has also started or relaunched a variety of magazines, newsletters, and Web sites in his more than 30 years in journalism.
Posted by John Frank on October 22, 2008 10:07 AM | Permalink | Comments (1) | TrackBacks (0)
I can't wait to hear more details about thier strategy. I've seen a lot of companies talk about this kind of strategy but few if any pull it off. Many lack the technology, or funding, to roll it out on a large scale and really listen to the customer. Most, however, just don't seem to have the drive to get it done. Maybe her discussion will "light a fire".