Market Segmentation: How to do it, how to profit from it

Malcolm McDonald

Butterworth-Heinemann

Marketing Plans: How to prepare them, how to use them (Marketing Series (London, England). Professional Development.)

Key account management (KAM) has been developed in an attempt to counter increasing market turbulence. Suppliers and customers are seeking closer relationships to reduce their exposure to the risks posed by globalisation, economic instability and technological change. But whilst the importance of KAM is now widely recognised, there is still a great deal of confusion surrounding it. Key Account Management is the most comprehensive and in-depth study into this important marketing technique. Based on original research conducted by Cranfield School of Management, the report builds on their previous pioneering research in this field. The report focuses on the characteristics and manifestations of the relationship between selling and buying companies. It is an invaluable audit tool, enabling companies to evaluate the developmental stage of their key relationships. Contents include: *Origins of KAM *Benefits of KAM *Key relationship development *Key account manager *Allocating costs and measuring performance *Customer profitability *Relationship diagnostic indicators *Strategic planning

Key Account Management: Building on Supplier and Buyer Perspectives (FT)

Diana Woodburn

Business & Money

Pearson Professional Education

Using cases from the contemporary marketplace in Europe, Japan, South East Asia, the UK and the USA, the authors consider every aspect of marketing from consideration of its role in any organization, through management, strategy, distribution, customer services, pricing strategy, communications and how to organize the workforce. Written by two professors of marketing, with both the practitioner and the student in mind, this book uses a step-by-step approach to demonstrate how a business' asssets can be better managed to meet customer requirements. Market research, competitor analysis as a means of charting marketing strategy and marketing planning are all given due emphasis. Diagrams are used to expand the text where necessary.

Marketing: an Introduction

Martin, Christopher

Pan/Macmillan

Marketing

CHRISTOPHER

Marketing & Sales

Macmillan Press

This book is designed to complement courses and programmes which either include marketing as a non-specialist subject or which provide overviews of the subject rather than dealing with issues in some depth. Each of the 45 topics is presented as a 10-minute 'read' - a stand-alone discussion of approximately 1000 words, which covers the essential issues of that particular concept. It is therefore best used as a support to back-up and complement teaching and reading as people proceed through a short course or for delegates to take away to remind them of the materials covered on a programme. It is also a useful aid for practising managers who need to revisit marketing concepts on an irregular basis.

Key Marketing Concepts (Macmillan Business)

Mike Meldrum

PALGRAVE~MACMILLAN

Market Segmentation

Ian K. Dunbar

Management & Leadership

The beloved and final novel in the classic Stevenson family saga from epic master Malcolm Macdonald Daughter of the wealthy and storied Stevenson family, Abigail Stevenson should have been a creature of unawakened innocence. But one fateful day she tricks her maid, Annie, into telling her the facts of life, and soon comes to realize that the same shocking secret can be a glorious and life-enhancing mystery. Thus begins her path of passion and indomitable ambition that will lead her from England to the great capitals of Europe, from the passions of man and woman to those of intellectual, artist, and creator.  A beloved novel by a beloved author, Abigail is a gripping and passionate tale of one woman's struggles to break free of the bonds of her heritage "Malcolm Macdonald is a skilled storyteller who gets inside of his people and uses every inch of his vast canvas in action and relationships." -Los Angeles Times "A cracking yarn by a born storyteller." -Daily Mail "An enthralling Victorian saga." -Daily Telegraph

Abigail

Romance

Hodder&Stoughton

Malcolm McDonald on Marketing Planning

Kogan Page.

The Complete Marketer: 60 Essential Concepts for Marketing Excellence

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Books by Malcolm McDonald