Product Description: To manage key accounts profitably you need strategic planning that works. This book is the definitive guide to achieving this based on the unmatched practical and research experience of Ryals and McDonald. Key Account Management is proven to deliver substantial benefits to the bottom line...read more

Product Description: This is a major revision of the first edition of "Market Segmentation". In today's marketplace, effectively segmenting the market in order to target profitable customers can be the key to many companies' own profitability and growth...read more

As a busy marketing professional or student, you'll find that this information-crammed guide to marketing planning is perfect for you. Snappy and succinct, Malcolm McDonald on Marketing Planning will help you appreciate the benefits of rigorous marketing planning and will guide you through the production of a marketing plan made to work in the real world.With the emphasis on practicality, this book covers the essentials of marketing planning and the strategic marketing process. Key content includes: defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion strategies, and price and sales strategies. With test questions at the end of each chapter to aid understanding, this really is the essential guide to marketing planning. Written by the world-class authority on marketing plans, this book is perfect for any busy marketing professional who needs a short, sharp revision of their planning skills, or a handy guide to put their plans on the right track straight away.

Product Description: * Provides a complete programme of study that will help resolve all your company’s marketing planning problems * Complements Professor McDonald’s book Marketing Plans * Clear and practical in its approach This programme explains and demonstrates how to use a marketing plan...read more

Demonstrates how to conduct a marketing audit, discusses short-and long-term goals, and offers practical advice on strategy, advertising, sales promotions, pricing, and distribution

Product Description: 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...read more

Product Description: Successful executives know that marketing as a process and an orientation is a necessity for understanding where to go and how to get there. It is not difficult to spot organizations that have not adopted a marketing approach! So that managers and students can quickly grasp the key principles one of the world's leading marketing educators, Malcolm McDonald has teamed up with an expert cartoonist and educational designer, Peter Morris, to create this short, unique and powerful guide...read more

(view table of contents)

Product Description: Brilliant people love to be challenged. That's why you're attracted to this book. But behind all that brilliance, there's something bothering you. Your marketing plans look good but are not quite hitting the spot. They seem to fall short of their objectives...

Product Description: Marketing Plans That Work, Second Edition, 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 theoretical and technical background...read more (view table of contents, read Amazon.com's description)

(view table of contents)

(view table of contents)

Product Description: Fully updated and in full colour throughout 'The Marketing Plan in Colour: A pictorial guide for managers' is a unique approach to this complex subject, which will both aid understanding and at the same time encourage marketing and other professionals to delve deeper into the planning process...read more (view table of contents, read Amazon.com's description)

Product Description: 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...read more (view table of contents, read Amazon.com's description)

(view table of contents)

Product Description: Retailing combines, as a business, a unique set of problems with an endless variety of solutions. Retail Marketing Plans is the only book which addresses marketing planning applied in a retailing context to give readers an insight into the strategies they should be adopting...read more