A primer for marketing professionals and students, the second edition of Malcolm McDonald on Marketing Planning provides a clear guide to marketing planning. Focussing on the practical application of marketing planning this book will guide readers... Zobraziť viac
This helpful text clearly sets out the very best, state-of-the-art strategies in key account management. The authors provide the tools and processes for successful KAM, from developing a customer categorization system that really works, .. Zobraziť viac
This second edition of Marketing Accountability, now called Marketing Value Metrics, introduces and guides readers through a metrics model developed at the renowned Cranfield School of Management that not only shows how marketing systematically... Zobraziť viac
What is 'the marketing mix'? Is marketing a concept, function or process? How do you construct a good SWOT analysis? What are the strategic marketing benefits of key account management? The Complete Marketer is a solid introduction to the marketing... Zobraziť viac
This book covers all of the core topics in marketing and is written and designed specifically for the needs of MBA students. Assuming no prior knowledge, this text covers the basics before quickly moving on to explore more advanced issues and concepts... Zobraziť viac
