Y.M.C.I.: Teaming Up for Global Success

Describes how Burger King turned itself into a global marketing success through the formation of the Youth Marketing Committee International (YMCI).

Y.M.C.I.: Teaming Up For Global Success

How an international committee improved sales and image

Michael A. Johnson, Burger King Corporation

Marketers know the fact all too well. Parents know it too, but are less inclined to admit it. The fact of which...