A primer for marketing professionals and students, the second edition of Malcolm McDonald On Marketing Planning provides a clear guide to marketing planning. Focusing on the practical application of marketing planning, this book will guide readers through the production of a marketing plan that has real world application. Key content includes defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion strategies, and...

While many organizations understand the importance of having a clearly defined value proposition to help them become more profitable, many businesses struggle to use them effectively. This book will show you how to develop a financially quantified value proposition that drives growth.A value proposition is an innovation or feature that clarifies a company's core purpose and identity. In the same way profit lies at the heart of every business, so does the value prop...

Website security made easy. This book covers the most common ways websites get hacked and how web developers can defend themselves.The world has changed. Today, every time you make a site live, you're opening it up to attack.A first-time developer can easily be discouraged by the difficulties involved with properly securing a website. But have hope: an army of security researchers is out there discovering, documenting, and fixing security flaws. Thankfully,...

Malcolm McDonald on Key Account Management explores the challenges of winning, retaining and developing key accounts. Key accounts are customers who help their suppliers grow, and consequently, they wield significant power. Although they are the key to market share and revenue growth, the costs of serving key accounts can erode profitability unless they are thoroughly understood and managed.Malcolm McDonald on Key Account Management

"This book is crammed with distilled, practical wisdom for key account managers and their directors. Organizations claiming to practise key account management should equip everyone involved with a copy, so they really understand what they are supposed to be doing. Anything less is just old-fashioned selling."Developing successful business-to-business relationships with more customers in highly competitive markets requires processes and skills that go beyond traditional selling acti...

Market Segmentation: How to do it and how to profit from it, revised and updated 4th Edition is the only book that spells out a totally dispassionate, systematic process for arriving at genuine, needs-based segments that can enable organizations to escape from the dreay, miserable, downward pricing spiral which results from getting market segmentation wrong.Nothing in business works unless markets are correctly defined, mapped, quantified and segmented. Why else have hundr...

The latest edition of the leading and internationally bestselling text on marketing planningIn 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 marke...

To manage key accounts profitably you need strategic planning that works. This book is the definitive guide to achieving this based on the unmatched practical and research experience of Ryals and McDonald.Key Account Management is proven to deliver substantial benefits to the bottom line. Best practice companies know that real results from managing powerful customers are not achieved through short-term cost cutting. Instead, as the best companies understand, it depends on fostering...

When you launch an application on the web, every hacker in the world has access to it. Are you sure your web apps can stand up to the most sophisticated attacks?Trying to teach yourself about web security from the internet can feel like walking into a huge disorganized library—one where you can never find what you need, and the wrong advice might endanger your application! You need a single, all-in-one guide to securing your apps against all the attacks they can an...

FINALIST**:** Business Book Awards 2019 - Sales and Marketing CategoryVirtually all consumer-facing businesses talk about putting the customer first, but in reality, few deliver on this as effectively as they could. 100 Practical Ways to Improve Customer Experience walks readers through a wealth of practical tips, tools, guidelines and frameworks, for implementing customer-focused marketing strategies at every step of the customer journey....

Written for marketing and finance directors, CEOs, and strategists, as well as MBA students, this practical book explains the principles and practice behind rigorous due diligence in marketing. It connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing stakeholder value. Completely revised and updated throughout, the Second Edition features new case examples as well as a completely new first chapter containing the results of new...

A fully revised and updated 8th edition of the highly renowned international bestsellerThe 8th edition of this highly acclaimed bestseller is thoroughly revised with every chapter having been updated with special attention to the latest developments in marketing.Marketing Plans is designed as a tool and a user–friendly learning resource. Every point illustrated by powerful practical examples and made actionable through simple, step–by–step template...