Malcolm McDonald Libros

A step-by-step guide through market segmentation.

Benefit from clear and concise guidance to the benefits of rigorous marketing planning, demonstrating how to produce a marketing plan which works in the real world.

This book offers marketers a new and unique approach to solving problems and making decisions. One hundred sample matrices, each designed to reflect a particular business situation, help marketers get back to basics by boiling down every complex marketing problem into key issues, ready for decision making. When put to work, the matrices help simplify marketing problems, set priorities, decide objectives, calculate risks, evaluate opportunities, and much more.Organized into ten sections for quick and effective decision making, the matrices explore strategic issues, organizational issues, products & services, customer research, sales and pricing, advertising and promotion, distribution and customer service, and international marketing.This book includes "classic" matrices, such as Boston Consulting Group and Ansaff, as well as several new matrices devised by the authors. Malcolm McDonald and John Leppard have created a book that will stimulate creativity, prompt ideas, and forge new avenues of thought for practical decision making.

Introduction to Building a Financially-driven Value Proposition How Financially Quantified Value Propositions Will Make You Richer Quantifying the Emotional Element of Value Propositions What Exactly is a Financially Quantified Value Proposition? An Overview of the Process - Where to Start with Quantifiable Value Propositions Why it is Critical to Understand How Key Buying Decisions are Made For Which Key Accounts Should Value Propositions Be Developed? For Which Segments Should Value Propositions Be Developed?How to Identify Your Customers' Needs Before Creating a Value Proposition Understanding the Needs of Customer Segments to Quantify Your Value Proposition Determining Your Own Asset Base and Capabilities Before Creating a Value Proposition Creating and Financially Quantifying Your Value Proposition Delivering and Communicating Value (Des Evans, Man Truck and Bus UK Ltd) Developing and Presenting Value Propositions that Resonate with Customers (Todd Snelgrove, SKF) Value-Celling and How to Maximise Value-Creation in Supply Chains (Mark Davies, Segment Pulse Ltd) Financial Analysis, Value Quantification Tools and Financial Dashboards A Step-by-Step Summary of the Value Proposition Process

Transform your business by improving customer experience across the entire end-to-end value chain with this practical guide, including 100 tips and case studies from brands like Amazon, AirBnB and Uber.

"Explores common attacks and vulnerabilities that web developers need to look out for. The first half of the book describes security concepts every developer should know ; the second half delves into individual vulnerabilities, such as SQL injection and cross-site scripting, offering real-world examples and code samples"

The latest edition of the leading and internationally bestselling text on marketing planning In the newly revised ninth edition of Marketing Plans, a team of renowned marketing strategists and professors delivers a fully updated version of the gold standard in marketing planning textbooks. The book contains a proven, start-to-finish approach to planning your firm’s marketing and is complemented by brand-new content on digital marketing and sustainable marketing. The authors have also included best-practice guidance on omnichannel management, integrated marketing communications, key account management, and customer experience management. The book provides: A best-practice, step-by-step process for coordinating marketing strategy and planning Methods to create powerful, differentiated value propositions Tools to prioritise marketing efforts on segments and strategies that will deliver the greatest returns in growth and profits Lessons from the leaders on how to embed world-class marketing within the organisation. Perfect for students and executives alike in marketing, sales, strategy, and general management, Marketing Plans, 9th edition remains the world’s leading resource on the critical topic of marketing strategy and planning.

Refocus on the customer to outstrip your competition and increase profitability, with invaluable insight into the direct correlation between customer-centricity and shareholder value, proven by today's most successful companies.

This practical step-by-step guide to successfully preparing and executing a marketing plan combines the very best of current practice with necessary theoretical and technical background.

This book combines thoroughly field-tested knowledge delivered in a carefully developed step-by-step format. Both the manager and student will be able to build understanding and a key account by the end of it. By analyzing how key accounts really work in detail the authors create the tools that the reader will need in the marketplace.