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indigoBooksMalcolm McDonald


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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…
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* McDonald and Dunbar are the leading author team in this area* Segmentation and marketing mapping are core areas of the marketing syllabus, and there is much that is new as a result of the new segmentation possibilities from e-marketing and e-business* The book…
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First published in 1995. Routledge is an imprint of Taylor & Francis, an informa company.

MBA Marketing

by Malcolm Mcdonald

|December 25, 2013

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$88.00

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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. It is…

New Marketing

by Malcolm Mcdonald

|September 24, 2002

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The New Marketing presents a comprehensively revised blueprint for the marketing process developed by Malcolm McDonald and Hugh Wilson to address second-generation changes brought about by technological development and the associated 'information revolution'.…
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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 substantial…
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An imaginative, witty, original but deadly serious introduction to all the concepts you need in marketing today. Successful executives know that marketing as a process and an orientation is a necessity for understanding where a company needs to go and how to get…

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"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 supposed to be…
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Marketing Plans for Services, Third Edition is written in a pragmatic, action-orientated style and each chapter has examples of marketing planning in practice. The authors highlight key misunderstandings about marketing and the nature of services and relationship…

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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 valuation of the…
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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 planning in…

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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 escape…