Malcolm McDonald Books

A step-by-step guide through market segmentation.

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.

"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.

Key account management is a natural development of customer focus and relationship marketing in business-to-business markets. It offers critical benefits and opportunities for profit enhancement to both sides of the seller/buyer dyad. Based on extensive and unique research by Cranfield School of Management, Key Account Management presents a new framework for understanding the development of key account relationships. It incorporates a comprehensive guide to the current practice of key account management, and comments on the challenges for the future of key account management practice. The research was based on in-depth interviews with key account managers, their managers and their main contacts in the customer organization. Addresses one of the key new areas in strategic marketing practice Ideal for practitioners and students Based on the unique expertise of the Cranfield Marketing Faculty

This guide enables managers and business executives to prepare and use a marketing plan. Marketers, executives and students studying for CIM and CAM examinations will find the applications of basic marketing principles to sound business practice useful. An LPBB edition is available.

Malcolm McDonald is internationally renowned for his writing, lecturing and consulting on marketing planning. In this practical book he distils the essence of this vital subject for the busy marketing manager. Packed with relevant examples the book covers all the key concepts and analytical techniques.A practical, no-nonsense approach to marketing planning is what this book achieves. McDonald encapsulates the key marketing planning concepts, the significant analytical techniques and a wide range of examples to present a concise but comprehensive book. Key *hands-on approach to planning *clear and concise text *practical examples throughout *well illustrated *application of clear techniques *case studies.Practical, no-nonsense approach to marketing planningMalcolm McDonald is an internationally renowned authorCIM branding