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INDEX

CHAPTER 1
INTRODUCTION 12

CHAPTER 2
THE MARKETING MIX i] Product ii] Price iii] Place iv] Promotion 3 45 6 7 89

CHAPTER 3
A) HOW MCCAIN RESPONDS TO CHANGES IN ENVIRONMENT B) EXTERNAL CHANGES i] Social factors ii] Legal factors iii] Advertising iv] Economic & Political factors v] Technological changes 10 11 12 13 14 15 16

CHAPTER 4
A) MCCAINS INTERNATIONAL ADVERTISING B) PRODUCTS OFFERED ACROSS THE WORLD i] In India and Middle east ii] In Canada CONCLUSION 20 23 24 25 - 26 17 19

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