Modern managerial tale: an allegory of the marketing wars

The article is devoted to the comparison of the behavior of two giants of the fast food industry and the relationship between the two heroes of the world-famous fairy tale "o myortvoi carevne i semi bogatyryah», written by Pushkin A.S. The essence of Burger King advertising campaign is revealed, the reaction of consumers and the rival is analyzed. The analogy between the heroes of fairy tales and competitors, their strengths and weaknesses is made.