This guide covers marketing planning for managers and students, with the basics on each part of the strategic marketing process, from planning and setting objectives to advertising, sales and price st
A primer for marketing professionals and students, the second edition of Malcolm McDonald on Marketing Planning focuses on the practical application of marketing planning. Chapters explain advertising
Virtually 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 walk
In marketing and business contexts, a value proposition is an innovation, service or feature intended to make a company or product attractive to customers. Having a clearly defined, quantified and con
* McDonald and Dunbar are the leading author team in this area* Segmentation and marketing mapping are core areas of the marketing syllabus, and there is much that is new as a result of the new segme
Marketing Plans for Service Businesses is based on the successful Marketing Planning for Services, which has been completely overhauled, updated and revised to give a new and authoritative guide to t
Marketing in a nutshell is an easy-to-use quick reference source for non-marketing specialists. Designed as a dip-in guide, this accessible book will be invaluable to general managers, non-qualified m
This book covers all of the core topics in marketing and is written and designed specifically for the needs of MBA students. Assuming no prior knowledge, this text covers the basics before quickly mov
Intended for senior executives who need to measure the impact of marketing activities in order to justify expenditures, this guide describes strategies for data management and the allocation of resour
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 w
For senior executives, McDonald (marketing, Cranfield U., UK) and Mouncey, a marketing professional who works in marketing education and consulting, draw on research they conducted at the Cranfield Sc
McDonald (marketing, Cranfield School of Management, UK) and Meldrum, a marketing, leadership development, and coaching consultant who formerly taught marketing at Cranfield School of Management, supp
Marketing Plans That Work is a practical and insightful step-by-step guide to successfully preparing and executing a marketing plan. The book combines the very best of current practice with necessary
This book summarises the latest thinking and best practice in the domain of brandingAll new real marketing campaigns show how branding theories are implemented in practiceBrought right up to date wit
It's often said that people cannot manage what they cannot measure. Marketing Value Metrics shows not only how marketing systematically contributes to shareholder value, but also provides a framework
Originally published in 1982, six years after Mao’s death, this study assesses the changes that have been made in policy and theory in post-Mao China with a look back at issues associated with the for
