Malcolm McDonald Reihenfolge der Bücher (Chronologisch)

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.

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

Vytvoření efektivního marketingového plánu, který vašemu podniku poskytne konkurenční výhodu, není jednoduchá záležitost. Strategický marketingový plán by měl být jasným a jednoduchým shrnutím klíčových tržních trendů, hlavních cílových trhů a hodnot, které tyto trhy vyžadují. Měl by obsahovat jasnou hierarchii marketingových cílů a strategií spolu s finančními důsledky. To vyžaduje vědomosti, dovednosti, soudnost, kreativitu a především čas. Vše, co k úspěchu (kromě času) potřebujete, najdete v této knize.

Focusing on key account management (KAM), this insightful text outlines effective strategies and tools for success in the field. It covers essential topics such as customer categorization, understanding the needs of key accounts, and the importance of KAM for commercial success. The authors emphasize the role of key management in strategic planning and detail how companies can cultivate profitable customer relationships, providing a comprehensive guide for aspiring key account managers.

* 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 segmentation possibilities from e-marketing and e-business * The book has a textbook feel, which highlights the diagrams and market maps (key elements of the book) This is a key book, in a vital area. The Butterworth-Heinemann edition of what was previously published by MacMillian, is a thoroughly revised and updated version. * Highly developed and well illustrated treatment of a key marketing technique * Usable by students and executives, for whom the practical, step-by-step approach is designed * Leading author team in the field

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.

В книге «Планы маркетинга» подробно объясняется весь процесс маркетингового планирования — от первоначальной оценки бизнес-плана компании до шагов, необходимых для достижения ее прибыльных целей. В ней содержится дополнительный раздел с пошаговым руководством по разработке собственного маркетингового плана, которое сочетает в себе лучшие практики с необходимой теоретической основой. Маркетологи, руководители и студенты, изучающие основы маркетинга, найдут применение базовых принципов маркетинга к практическому бизнесу неоценимым.

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 resource and reference guide is written for those wishing to understand the essentials of marketing. It can be used as both a quick primer for those new to the subject or as an aid for practising managers and those on short courses. It offers coverage of all the fundamentals. With over 50 topics, each concept is presented as a 10-minute read - a stand-alone discussion of approximately 1000 words, which covers the essential issues of that particular concept. Brought fully up to date, this new version has been enhanced with improved cross-referencing and both concepts and alphabetical listings to help quick and easy navigation throughout.

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

A step-by-step guide through market segmentation.

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

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.

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.

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.