@misc{hertrich:hal-00974207, TITLE = {{McCaf{\'e}, une marque sign{\'e}e McDonald's}}, AUTHOR = {Hertrich, Sylvie and Mayrhofer, Ulrike}, URL = {https://hal-univ-lyon3.archives-ouvertes.fr/hal-00974207}, NOTE = {Etude de cas publi{\'e}e {\`a} la Centrale de Cas et de M{\'e}dias P{\'e}dagogiques (CCMP).}, YEAR = {2014}, MONTH = Mar, KEYWORDS = {McCaf{\'e} ; McDonald's ; restauration rapide ; marketing ; plan marketing. ; plan marketing}, HAL_ID = {hal-00974207}, HAL_VERSION = {v1}, }