Nothing in business works unless markets are correctly defined,mapped, quantified and segmented. Why else have hundreds ofbillions of dollars been wasted on excellent initiatives such asTQM, BPR, Balanced Scorecards, Six Sigma, Knolwedge Management,Innovation, Relationship Marketing and, latterly, CRM? The answer,of course, is because of a structured approach to marketsegmentation.
Market Segmentation: How to do it and how to profit fromit, revised and updated 4th Edition provides a structured,no-nonsense approach to getting market segmentation right. It is anessential text for professionals and students based on a wealth ofpractical experience and packed with examples and easily usedchecklists.
Major changes to this edition include new chapters based on thevery latest research on:Planning for integrated marketing communications and digitalmarketingDeveloping multichannel strategyDeveloping the CRM planMarketing effectiveness and accountability
Marketing Plans is designed as a tool and auser-friendly learning, resource. Every point illustrated bypowerful practical examples and made actionable through simple,step-by-step templates and exercises.
The book is established as essential reading for all seriousprofessional marketers and students of marketing, fromundergraduate and postgraduate to professional courses for bodiessuch as CIM. Above all it provides a practical, hands-on guide toimplementing every single concept included in the text.
"It is clearly and powerfully written and is probably the bestbook on the theory and practice of marketing planning ever written.It is a best-seller in Europe and I strongly recommend the book toanyone with an interest in marketing planning."
—Warren J. Keegan, Professor of International Business andMarketing Director, Institute for Global Business Strategy, PaceUniversity, New York
"I am extremely impressed by the step lucidity of what ispresented."
—Dr D. H. Eaton, North Carolina University
"A book reaching the quantities sold of Marketing Plansmust be a book that is really used. It is not difficult to see why.Malcolm McDonald writes about what to do in marketing and how to doit. Unlike many academic marketing writers, he will never let youforget that marketing ends with –ing."
—Kenneth Simmonds, Professor of Marketing andInternational Business, London Business School
"Malcolm McDonald is clearly one of the most respectedProfessors of Marketing in Europe and the author of a number ofoutstanding books. The fact that Marketing Plans has beensuch a massive seller offers testimony of this. McDonald writeswith clarity and insight that is becoming increasingly rare today.It is powerful, up to date and has proved that it works. Irecommend it to you!"
—John D. Ryans, Jr, Bridgestone Professor of Internationaland Professor of International Marketing, Kent State University,Ohio
Developing successful business-to-business relationships withmore customers in highly competitive markets requires processes andskills that go beyond traditional selling activity. The very beststate-of-the-art strategies are set out clearly in this book byintentionally known authors who have worked at the highest levelswith more key and strategic account managers worldwide thanprobably any other leading advisors. Based on the hugelyinfluential KEY CUSTOMERS it looks at:Why has account management become so critical to commercialsuccess?What are the key challenges and how do successful companiesrespond?What part does key account management play in strategicplanning?How do companies build profitable relationships with theircustomers?How does key account management actually work?What does a successful key account manager look like and whatskills does he/she need?How should key account managers be evaluated and rewarded?How do companies achieve key account management?
By addressing these key questions Woodburn and McDonald providetools and processes for success honed by tough consultancy projectswith the boards of some of the world's leading companies. The bookstresses the elements that really matter - from developing acustomer categorization system that really works and analyzing theneeds of key accounts; to understanding the new skills required bykey account managers and ensuring that key account plans areimplemented. The 'real world' approach is backed by testedprinciples and the latest research from the renowned CranfieldSchool of Management.
Key Account Management comes from authors who have taughtleading companies how to approach their most powerful and demandingcustomers and still make money. It is essential reading for allsenior management with strategic responsibility, for key orstrategic account directors, and for marketing and salesexecutives. The clear and authoritative approach also makes it anoutstanding text for the serious MBA and executive student as wellas business-to-business company directors and key accountmanagers.
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.
Key Account Management is proven to deliver substantial benefits to the bottom line. Best practice companies know that real results from managing powerful customers are not achieved through short-term cost cutting. Instead, as the best companies understand, it depends on fostering carefully developed and profitably managed relationships with an equally carefully selected group of key accounts. This is a genuinely strategic activity that goes well beyond sales management and the simplistic use of budgets to generate targets. It is about the behaviours and practices that make predictable, profitable and sustainable Key Account Management possible. To achieve this the book is constructed to deliver-
* Clear descriptions of the various techniques and the reason for their importance
* A hugely powerful step by step approach to using the key techniques to build strategic skills
* Templates for building real plans
* Cases, examples and vignettes to show best real world practice
Based on wide application in the business world, and the world class research at Cranfield Management School this book will be an essential introduction to the principles and reality of Strategic Key Account Planning. For senior managers, key account managers at all levels as well as those on executive and MBA courses it will be an essential guide and text.
The marketer is taken step-by-step through the key phases of themarketing planning process and alerted to the barriers that canprevent a service organization being successful in introducingmarketing planning. Practical frameworks and techniques aresuggested for undertaking the marketing planning process andimplementing the principles covered.
The world renowned authors also tackle key organizationalaspects relating to marketing planning which can have a profoundimpact on its ultimate effectiveness. These include: marketingintelligence systems; market research; organization developmentstages; marketing orientation.
Marketing Plans for Services is for marketers in the servicesector and students of marketing.
“Marketing Plans for Services is clearly the premiertext in the field. From an explanation of ‘why’services are driving all marketing activities to ‘measuringthe results’, and all things in between, this new and updatedtext explains why and how ‘services’ are the keyelements for most all 21st century organizations. Follow themasters of service marketing to marketplace success.”Professor Don Schultz, Northwestern University
“McDonald, Frow and Payne have worked extensively witha wide range of service businesses across the globe in successfullyrealising their growth opportunities. This experience shows in thispractical text which contains all one needs to know in developingand implementing successful marketing plans for serviceorganizations. This book represents a tested roadmap for planningservices marketing success and combines an excellent balance of keyconcepts, frameworks and tools with practical advice. Their provenstep-by-step marketing planning system for services and theexamples of marketing plans make this a ‘must have’book that should be on the desk of any forward-thinking servicesmarketer.” Mark Veyret, Global Business DevelopmentLeader, PricewaterhouseCoopers
“Marketing planning is crucial today where increasedcompetition, complexity and the internet forces you to redefineyour marketing strategy and focus more clearly on what is requiredto achieve improved results. If not, you will not succeed inmeeting these challenges. McDonald, Frow and Payne areinternationally recognized authorities in marketing planning andservices marketing. Based on their extensive experience across inhelping organizations from a wide range of service sectors, thisbook gives you the practical ‘how to’ skills tosuccessfully implement strategic marketing plans.” BobBarker, Vice President of Corporate Marketing and DigitalEngagement, Alterian