Malcolm McDonald on Marketing Planning

A primer for marketing professionals and students, the second edition of Malcolm McDonald on Marketing Planning provides a clear guide to marketing planning. Focussing on the practical application of marketing planning this book will guide readers through the production of a marketing plan that has real world application. Key content includes defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion strategies, and price and sales strategies.

Marketing Value Metrics

Marketing Value Metrics (formerly Marketing Accountability) introduces a metrics model, developed at the renowned Cranfield School of Management, that enables readers to measure marketing effectiveness, align marketing activities with corporate strategy and deliver accountability.

*Marketing Plans: How to Prepare Them, How to Profit From Them, 8th Edition

The 8th edition of this highly acclaimed bestseller is thoroughly revised with every chapter having been updated with special attention to the latest developments in marketing.

Marketing Plans is designed as a tool and a user–friendly learning resource. Every point illustrated by powerful practical examples and made actionable through simple, step–by–step templates and exercises. The book is established as essential reading for all serious professional marketers and students of marketing, from undergraduate and postgraduate to professional courses for bodies such as CIM. Above all it provides a practical, hands–on guide to implementing every single concept included in the text.

*Market Segmentation: How to Do It and How to Profit from It, 4th Edition

Market Segmentation: How to do it and how to profit from it, revised and updated 4th Edition is the only book that spells out a totally dispassionate, systematic process for arriving at genuine, needs-based segments that can enable organizations to escape from the dreay, miserable, downward pricing spiral which results from getting market segmentation wrong.

*Marketing Plans for Services: A Complete Guide, 3rd Edition

Malcolm McDonald on Value Propositions : How to Develop Them, How to Quantify Them

100 Practical Ways to Improve Customer Experience : Achieve End-to-End Customer Engagement in a Multichannel World

Marketing Navigation: How to keep your marketing plan on course to implementation success

The Complete Marketer: 60 Essential Concepts for Marketing Excellence

*Marketing Plans: A Complete Guide in Pictures

Creating Powerful Brands, 4th Edition

MBA Marketing

The New Marketing: Transforming the corporate future, 1st Edition

Marketing Due Diligence: Reconnecting strategy to share price, 1st Edition

*Marketing and Finance: Creating Shareholder Value