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

ISBN-13: 9780749481766 / Angielski / Miękka / 2018 / 256 str.

Malcolm McDonald; Grant Oliver

Opis

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 conveyed value proposition will help companies become more profitable, but very few businesses use them effectively. In fact, recent McKinsey research shows that although 70-80% of companies talk about value propositions, only 5% actually have them in a meaningful form. Malcolm McDonald on Value Propositions is an information-packed primer that helps readers understand exactly why financially quantified value propositions will help them increase revenue. Highly practical and filled with useful tools, the book shows readers exactly how to quantify their value propositions, and use them to effect business growth. Written by a world class authority on marketing, Malcolm McDonald on Value Propositions is perfect for anyone looking for a useful guide to developing value propositions, and an understanding of how these can be used to deliver and communicate value.

Recenzje

"Professor McDonald's research-based frameworks are timeless and universal and have been incredibly useful to both academics and practitioners around the world. This latest book on financially quantified value propositions continues to break new ground." Philip Kotler, author, consultant and the S C Johnson & Son Professor of International Marketing, Kellogg School of Management, Northwestern University

Spis treści

• • Chapter - 00: An important introduction - getting the best out of your value proposition;
  • Chapter - 01: How financially quantified value propositions will make you richer;
  • Chapter - 02: Quantifying the emotional elements of value propositions;
  • Chapter - 03: What exactly is a financially quantified value proposition?;
  • Chapter - 04: An overview of the value proposition process - where to start;
  • Chapter - 05: Why it is critical to understand how key buying decisions are made;
  • Chapter - 06: Which key accounts should you develop value propositions for?;
  • Chapter - 07: Which segments should you develop value propositions for?;
  • Chapter - 08: Understanding key account and segment needs before building a value proposition;
  • Chapter - 09: Understanding our own asset base and capabilities;
  • Chapter - 10: Developing value propositions;
  • Chapter - 11: Creating and financially quantifying value propositions;
  • Chapter - 12: Developing and presenting value propositions that resonate with customers;
  • Chapter - 13: Value-celling - How to maximize value creation in supply chains;
  • Chapter - 14: Financial analysis, value quantification tools and financial dashboards;
  • Chapter - 15: Summary of the value proposition process

O autorze

Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. He was until recently Professor of Marketing and Deputy Director at Cranfield University School of Management, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School. He has been consultant to many major companies from the United Kingdom, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is also Chairman of six companies and works with the operating boards of some of the world's leading multinationals on all continents. He has written over 40 books including the best-selling Marketing Plans: How to prepare them, how to use them. Grant Oliver is Managing Director at 90 Day Action Plan, and has over 20 years experience in software, IT and management consultancy as CEO, Interim Manager, Managing Director, Sales and Marketing Director and Non-Executive Director. His background spans a range of companies from start-ups to listed software companies such as @UK plc and Sherwood International plc. He has also held positions as an interim IT director in the NHS, a Finance Director of a software company and a Non Executive Director of a Housing Association advising on IT and Procurement and a member of the Audit Committee.