While many organizations understand the importance of having a clearly defined value proposition to help them become more profitable, many businesses struggle to use them effectively. This book will show you how to develop a financially quantified value proposition that drives growth. A value proposition is an innovation or feature that clarifies a company's core purpose and identity. In the same way profit lies at the heart of every business, so does the value proposition, communicating how its service or products fulfil the needs of their customers. Malcolm McDonald on Value Propositions is a step-by-step guide to understanding exactly why financially quantified value propositions will help readers to increase revenue and deliver tangible results. Highly practical and filled with useful tools and checklists, this succinct guide explains the process of developing a value proposition from start to finish, how to use segmentation appeal to the relevant key accounts, and to ensure it is both financially grounded and has resonance with customers. From understanding how buying decisions are made, through to financial dashboards and value quantification tools, Malcolm McDonald on Value Propositions is perfect for anyone looking to integrate financial success into their proposition, and gain understanding of how it can be used to deliver and communicate value.

A primer for marketing professionals and students, the second edition of Malcolm McDonald On Marketing Planning provides a clear guide to marketing planning. Focusing 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. With an emphasis on practicality, this fully revised second edition has been thoroughly overhauled to contain new content on the essentials of marketing planning and the strategic marketing process. Online resources include multiple templates as a practical toolkit for marketing planning.

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 or well-established, there is always more to discover about improving the way value is created between you and your most important customers. Malcolm McDonald and Beth Rogers have spent over twenty years researching, teaching and consulting on key account management, and have condensed their knowledge into this book, focusing on making it clear, concise and easy to use.

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 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. New chapters and content include: A ‘Does it Work’ feature throughout demonstrating examples of real successes using the processes in the book More substantial coverage of consumer behaviour to balance the book’s focus with B2B planning Digital techniques and practices brought fully up to date Also includes a comprehensive online Tutors’ Guide and Market2Win Simulator for those who teach marketing strategy

A handbook for marketing planning.

Strategic Marketing Planning concentrates on the critical planning aspects that are of vital importance to practitioners and students alike. It has a clear structure that offers a digest of the five principal dimensions of the strategic marketing planning process. Leading authors in this sector, Gilligan and Wilson offer current thinking in marketing and consider the changes it has undergone over the past few years. Updated information in this new edition includes: * Changing corporate perspectives on the role of strategic marketing activity * Changing social structures and the rise of social tribes * The significance of the new consumer and how the new consumer needs to be managed * New thinking on market segmentation * Changing routes to market * Developments in e-marketing * Changing environmental structures and pressures

Winner of the Overall Case Award 2014 The Case Centre best selling case 2013 - 2017 Value-based pricing—pricing a product according to its value to the customer rather than its cost—is the most effective and profitable pricing strategy. Buyers need to evaluate the monetary benefits of a product against the price of its competitors. Sellers justify their price points through documenting the value of a product, emphasising its superiority against competitors and therefore justifying the premium price. Value First then Price is an innovative collection which proposes a quantitative methodology to value pricing, and road-tests this methodology through a wide variety of real-life industrial cases. It provides a state-of-the art and best practice overview of how leading companies quantify and document value to customers. In doing so, this book provides researchers with a method by which to draw invaluable data-driven conclusions, and sales and marketing managers the theories and best practices they need to quantify the value of their products to demanding, hard-nosed industrial purchasers. With contributions from global industry experts this book provides cutting edge research on value quantification and value quantification capabilities with real-life, practical examples. It will be essential reading for sales and pricing specialists as well as business strategists, in both research and practice.