Marketing Planning for Services is the answer 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....
Marketing Planning for Services is the answer to the challenge of creating marketing plans that produce significantly improved bottom-line results. It...
Malcolm McDonald on Key Account Management explores the challenges of winning, retaining and developing key accounts. Key accounts are customers who help their suppliers grow, and consequently, they wield significant power. Although they are the key to market share and revenue growth, the costs of serving key accounts can erode profitability unless they are thoroughly understood and managed.
Malcolm McDonald on Key Account Management takes a step-by-step approach to presenting best practice in key account management. Whether your business is starting up...
Malcolm McDonald on Key Account Management explores the challenges of winning, retaining and developing key accounts. Key accounts ar...
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 Propositionsis an information-packed primer that helps readers understand exactly why...
In marketing and business contexts, a value proposition is an innovation, service or feature intended to make a company or product attractive to cu...
