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Books in Marketing

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11-18 of 18 results in All results

Marketing in a Nutshell

  • 1st Edition
  • January 9, 2007
  • Mike Meldrum + 1 more
  • English
  • eBook
    9 7 8 - 0 - 0 8 - 0 4 6 8 5 5 - 6
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 marketers and students taking a module in marketing alongside their other studies. Marketing in a Nutshell makes the authors’ marketing know-how and expert insights accessible to all.

Marketing Due Diligence

  • 1st Edition
  • January 8, 2007
  • Malcolm McDonald + 2 more
  • English
  • Paperback
    9 7 8 - 0 - 7 5 0 6 - 8 3 4 2 - 5
  • eBook
    9 7 8 - 0 - 0 8 - 0 4 6 9 5 6 - 0
The ultimate test of marketing investment, and indeed any investment, is whether it creates value for shareholders. But few marketing investments are evaluated from this perspective. Increasingly, boards of directors and city analysts the world over are dissatisfied with this lack of accountability. Cranfield School of Management has been addressing this problem by working with a range of blue-chip companies. They have created a new framework which shows how marketing systematically contributes to shareholder value based on three key questions-• Does the promised market exist?• Will the strategy deliver the market share promised?• Will the market share create shareholder value?This groundbreaking new book explains the principles and practice behind rigorous due diligence in marketing for Marketing and Finance Directors, CEOs, Strategists and MBA students wanting to understand the key drivers of modern businessSurely, the time has come for marketing directors to take their rightful place in the boardroom by proving that what they are doing creates shareholder value added?

Marketing Due Diligence

  • 1st Edition
  • October 17, 2005
  • Malcolm McDonald + 2 more
  • English
  • eBook
    9 7 8 - 0 - 0 8 - 0 4 5 9 4 2 - 4
At the top of a company, sales do not matter, profits do not matter, even return on investment is a secondary concern. What matters is share price and what drives share price is the creation of shareholder value. Many marketing directors, obsessed with branding and other promotional tactics, miss this fundamental truth of modern business and so destroy the wealth of their company's ultimate owners. By failing to consider and manage the business risk associated with their strategies, they deliver returns below the cost of capital and neglect the firm's raison d'etre. The board needs a way of holding these marketers to account. Marketing Due Diligence is a new process which has emerged from years of research at Cranfield, one of Europe's leading business schools. It blends proven ideas from strategic and financial management with new concepts about organisational effectiveness to create a process that directly connects marketing strategy to shareholder value. CEOs and CFOs cannot afford to operate without Marketing Due Diligence. Bad marketing directors cannot afford to work with it.

Marketing Plans for Service Businesses

  • 2nd Edition
  • September 13, 2005
  • Malcolm McDonald + 1 more
  • English
  • Paperback
    9 7 8 - 0 - 7 5 0 6 - 6 7 4 6 - 3
  • eBook
    9 7 8 - 0 - 0 8 - 0 4 9 2 8 7 - 2
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 the challenge of creating marketing plans that produce significantly improved bottom-line results. It is written in a pragmatic, action-orientated style and each chapter has examples of marketing planning in practice. The authors highlight key misunderstandings about marketing and the nature of services and relationship marketing.The marketer is taken step-by-step through the key phases of the marketing planning process and alerted to the barriers that can prevent a service organisation being successful in introducing marketing planning. Practical frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered. The world renowned authors also tackle key organisational aspects relating to marketing planning which can have a profound impact on its ultimate effectiveness. These include: marketing intelligence systems; market research; organisation development stages; marketing orientation. Marketing Planning for Services is for marketers in the service sector and students of marketing.With revised cases and new content covering gap analysis, market mapping, CRM and integrated marketing communications it will be an essential guide for professional marketers in the service sector a well as upper level students.

Market Segmentation

  • 1st Edition
  • September 18, 2004
  • Malcolm McDonald + 1 more
  • English
  • Paperback
    9 7 8 - 0 - 7 5 0 6 - 5 9 8 1 - 9
  • eBook
    9 7 8 - 0 - 0 8 - 0 4 7 9 1 9 - 4
* 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.

Key Customers

  • 1st Edition
  • July 4, 2000
  • Malcolm McDonald + 2 more
  • English
  • eBook
    9 7 8 - 0 - 0 8 - 0 5 0 9 7 2 - 3
Developing successful business-to-business relationships with more powerful customers in highly competitive markets requires processes and skills that go beyond traditional selling activity. The very best state-of-the-art strategies are set out clearly in this book in a practical way that can be implemented in all organizations.In particular 'Key Customers' looks at:* why has key account management become so critical to commercial success?* what are the key challenges and how do successful companies respond?* why is it vital to understand the role of key account management in strategic planning?* do you know what strategy your customer has for your company?By addressing these key questions McDonald, Rogers and Woodburn draw out the business issues that really matter - from developing a customer classification system that really works, analysing the needs of key accounts, developing the skills of key account managers to how systems for implementing key account plans can be developed. Throughout the book the emphasis is on clarifying and articulating the key concepts to give the reader the tools to apply in the marketplace. The 'real world' approach is based on best practice from leading companies globally and the latest research from the renowned Cranfield School of Management.'Key Customers' comes from authors with an international reputation in this field and is an essential guide to customer management for marketing and sales executives, and all senior management with strategic responsibility. The clear and authoritative approach also makes it an outstanding text for the serious MBA and executive student.

Marketing Plans

  • 4th Edition
  • May 5, 1999
  • Malcolm McDonald
  • English
  • eBook
    9 7 8 - 0 - 0 8 - 0 5 6 9 5 6 - 7
At last marketing managers and business executives concerned with profitability and sustained growth of their organisation have at their fingertips a practical guide which tells them how to prepare and use a marketing plan.In this new edition of Marketing Plans, one of the world's leading marketing educators has greatly expanded his book to include the key recent developments in marketing techniques and a range of practical marketing tools. In Marketing Plans, the whole process of marketing planning - from initial assessment of a company's business plan to the steps necessary to ensure a company achieves its profit targets - is fully explained. There is an additional section which provides a step-by-step 'this is how you do it' guide to devising your own marketing plan, combining the very best of current practice with the necessary theoretical background. Marketers, executives and students studying for CIM and CAM exams will find the application of basic marketing principles to sound business practice invaluable. For tutors, there is a comprehensive resource pack containing OHP masters, chapter-by-chapter tutor notes, examples of real marketing plans, case studies for classroom use and interactive exercises on floppy disks.

Cases in Marketing Financial Services

  • 1st Edition
  • March 11, 1993
  • Christine Ennew + 2 more
  • English
  • eBook
    9 7 8 - 1 - 4 8 3 1 - 0 5 7 7 - 2
Cases in Marketing Financial Services presents several cases from different countries relating to the marketing of financial service. The book tackles both strategic and tactical marketing issues, and then covers a wide range of institutions and markets. The text will be of great use to professionals in the financial service industry.