Malcolm McDonald Books

A step-by-step guide through market segmentation.

When companies began to recognize the balance sheet value of their brands, interest grew in using brands more effectively. But there is still confusion about branding as a marketing tool. Many managers view branding incorrectly as an adjunct to promotion or as an issue relating to design. This book is intended to cut through the mystery surrounding branding and help the development of brand strategies for long-term corporate growth. When companies began to recognize the balance sheet value of their brands, interest grew in using brands more effectively. But there is still confusion about branding as a marketing tool. Many managers view branding incorrectly as an adjunct to promotion or as an issue relating to design. This book is intended to cut through the mystery surrounding branding and help the development of brand strategies for long-term corporate growth.

Focusing on web application security, this book equips readers with the knowledge to create resilient web apps against potential attacks. It explores hacker motivations, introduces modern tools for identifying security vulnerabilities, and guides the establishment of a development lifecycle that prioritizes early detection of security issues.

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.

Understand the essentials of Key Account Management through this clear, concise and no-nonsense guide.

"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.

Marketing Plans is simply the definitive guide to making plans that work. Adopting a 'this is how you do it approach' McDonald takes you through the painstaking process of marketing planning, while also providing a detailed means of implementing all the concepts introduced. The differences between processes, methods, strategic and tactical planning is made clear and the latest thinking in marketing incorporated.This is an essential title for all serious professional marketers and students of marketing, both undergraduates and those on professional courses for CIM and CAM. Above all it provides a practical, hands-on approach for implementing every single concept included in the text. Now in its 6th edition, Marketing Plans is a highly renowned international bestseller.* A comprehensively revised and updated edition of the definitive and internationally bestselling guide to Marketing Planning* Retains the practical step-by-step approach that gives the book unique clarity* Incorporates all the latest thinking in e-marketing, CRM and new planning practices

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.