Malcolm McDonald

The latest edition of the leading and internationally bestselling text on marketing planning In the newly revised ninth edition of Marketing Plans, a team of renowned marketing strategists and professors delivers a fully updated version of the gold... Lire la suite

Les plans Marketing est un best-seller. Sa 6e édition en langue anglaise, enrichie par les derniers développements du marketing lié à l'utilisation des nouvelles technologies, rencontre à nouveau un vif succès dans le monde entier. En voici, dans... Lire la suite

First published in 1995. This pocket guide is a cartoon book with a serious message -it explores the world of commercial transactions: selling products and services. It will take the salesperson through the course of the sales process in an... Lire la suite

"This book is crammed with distilled, practical wisdom for key account managers and their directors. Organizations claiming to practise key account management should equip everyone involved with a copy, so they really understand what they are... Lire la suite

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... Lire la suite

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... Lire la suite

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... Lire la suite

Written for marketing and finance directors, CEOs, and strategists, as well as MBA students, this practical book explains the principles and practice behind rigorous due diligence in marketing. It connects marketing plans and investment to the... Lire la suite

When you launch an application on the web, every hacker in the world has access to it. Are you sure your web apps can stand up to the most sophisticated attacks? Trying to teach yourself about web security from the internet can feel like walking... Lire la suite

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... Lire la suite

A fully revised and updated 8th edition of the highly renowned international bestseller The 8th edition of this highly acclaimed bestseller is thoroughly revised with every chapter having been updated with special attention to the latest... Lire la suite