This book begins with its investigation into the fast food industry with the adage, "You are what you eat." This book also examines trends in the food industry and presents lifestyle trends that impact our choice of food. Case studies of McDonalds, PepsiCo, Atkins Nutritionals and Americas pasta companies are also included.
ABOUT THE AUTHOR T. Phani Madhav
Phani Madhav is a Team Leader at ICFAI Business School Case Development Centre, one of the leading contributors of case studies to European Case Clearing House (ECCH). An MBA from Osmania University, he has over six years experience in marketing and business research. He is a regular contributor to various magazines published by ICFAI University Press. His areas of interest are Business Environment, Brand Management and Retailing.
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