Books
Professor Malcolm McDonald: a best-selling business author
Professor Malcolm McDonald has written or co-authored over 50 books. Here are some of the most famous ones devoted to marketing.
You can see the best ones on Strategic/Key Account Management here.
Some of our marketing books:
Buy direct from the publisher or bookseller using the individual ‘Buy online’ links below.
Marketing Plans: Profitable Strategies in the Digital Age (9th Edition)
The latest edition of the leading and internationally bestselling text on marketing planning.
In the newly revised ninth edition of Marketing Plans, a team of renowned marketing strategists and professors delivers a fully updated version of the gold standard in marketing planning textbooks. The book contains a proven, start-to-finish approach to planning your firm’s marketing and is complemented by brand-new content on digital marketing and sustainable marketing.
The authors have also included best-practice guidance on omnichannel management, integrated marketing communications, key account management, and customer experience management.
The book provides:
A best-practice, step-by-step process for coordinating marketing strategy and planning, methods to create powerful, differentiated value propositions, tools to prioritise marketing efforts on segments and strategies that will deliver the greatest returns in growth and profits, lessons from the leaders on how to embed world-class marketing within the organisation.
Perfect for students and executives alike in marketing, sales, strategy, and general management, Marketing Plans, 9th edition remains the world’s leading resource on the critical topic of marketing strategy and planning.
Marketing Navigation: How to keep your marketing plan on course to implementation success
Billions of dollars are lost every year from marketing plans that fail to get implemented properly. The risks around implementation are high and the challenges are many. This book draws upon fresh research, new technology and decades of experience to help marketers improve their chances of success. The authors propose a practical marketing navigation system to help all businesses ensure their plan identifies the implementation risks and remains on course to deliver its targets.
The book is packed with examples from organizations of every size, from both manufacturing and service sectors, and from around the world. They show the variety of challenges experienced and the lessons we can all learn about how those challenges were overcome. They demonstrate:
• tried-and-tested ideas from other professions that you can import and adapt easily for your implementation purposes
• how you can use your existing marketing skills in new ways to sell your plan internally
• a simple but powerful tool that you can use to help ensure your plan is always on course and on schedule. It will become your steering wheel and GPS for the journey ahead.
The book will be essential reading for marketing managers and strategists, trainers and anyone doing executive courses in the field. For professionals and students alike it will help the process of developing your thinking from marketing management to full scale marketing strategy implementation.
Malcolm McDonald on Marketing Planning
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 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.
Marketing Value Metrics
Marketing Value Metrics (formerly Marketing Accountability) introduces a metrics model, developed at the renowned Cranfield School of Management, that enables readers to measure marketing effectiveness, align marketing activities with corporate strategy and deliver accountability.
Market Segmentation: How to Do It and How to Profit from It, 4th Edition
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 from the dreay, miserable, downward pricing spiral which results from getting market segmentation wrong.
Marketing Plans for Services: A Complete Guide, 3rd Edition
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 marketing. The marketer is taken step-by-step through the key phases of the marketing planning process and alerted to the barriers that can prevent a service organization being successful in introducing marketing planning.
Malcolm McDonald on Value Propositions : How to Develop Them, How to Quantify Them
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. 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. Malcolm McDonald on Value Propositionsis 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.
The Dictionary of Selling Terminology
The Dictionary of Selling Terminology (DST or Dictionary) provides a comprehensive reference list of the terminology and definitions used by both sellers and buyers on a global basis. The goal is to address the necessity for a standardized and universal language to mitigate the confusion and ambiguity inherent in the selling and buying language due to definitional differences.
Because of the way that language works as a living entity that continually changes, it is important to note that many of the terms included in the Dictionary will continue to evolve as the result of numerous factors such as culture, markets, and industries.
Both legacy and current terms are included in the Dictionary. Numerous entries reflect the increasing influence of technology and automation on administrative, enablement and operational processes including content management systems, contract lifecycle management, and customer relationship management.
In addition, the terms inherent in the cross-functional departments which support the sales organization are included. The cross-disciplinary terms include: Finance —revenue, gross profit, and price; Marketing—promotion; Legal — rules, regulations, compliance, governance, and risk; Manufacturing —quality as well as numerous Ethics terms.
Sales professionals, including Chief Sales Officers, Field and Inside salespeople, Frontline Sales Managers, Chief Learning Officers, Sales Enablement and Operations Directors, Key Account Managers, Business Development Directors, as well as marketing professionals will benefit from this definitive dictionary.
The Dictionary is also a valuable resource for those professionals who have accountability for the Supply Chain and Procurement functions.
Also, those professionals who serve in supporting functional roles such as Finance, Legal, Accounting, Operations, Human Resources, and all of the internal and external stakeholders will gain a deeper knowledge, understanding and appreciation of the roles of both the seller and the buyer.
100 Practical Ways to Improve Customer Experience : Achieve End-to-End Customer Engagement in a Multichannel World
Virtually all consumer-facing businesses talk about putting the customer first, but in reality, few deliver on this as effectively as they could. 100 Practical Ways to Improve Customer Experience walks readers through a wealth of practical tips, tools, guidelines and frameworks, for implementing customer-focused marketing strategies at every step of the customer journey. By ensuring that the customer remains the key focus, companies can identify areas in need of improvement and implement relevant steps throughout the value chain to transform their business.
A unique blend of strategy and best practice, 100 Practical Ways to Improve Customer Experience has a particular focus on multi-channel industries such as retail, FMCG, travel, financial services, leisure, food and beverage, and automotive. These industries are all facing major disruption from trendsetting brands such as Uber, AirBnB and Amazon, and as such, now face more pressure than ever to adopt new practices and remain relevant in a continually competitive marketplace. Featuring case studies packed full of practical examples, this book is a unique and valuable resource for both senior industry professionals looking to transform their business and MBA students. Online resources include a best practice checklist to optimize mobile apps.
The Complete Marketer: 60 Essential Concepts for Marketing Excellence
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 discipline, which is broken down into easily digestible chapters on topics such as digital marketing, understanding consumers, understanding markets, market audits, segmentation, sales forecasting, mobile marketing, advertising and PR, and managing a sales team. It features clear diagrams and definitions throughout to make concepts easy to understand.
Malcolm McDonald and Mike Meldrum have simplified the discipline of marketing by translating jargon and creating an encyclopedia of marketing terms, concepts and fundamentals. It applies the authors' marketing expertise to every aspect of the marketing mix, making The Complete Marketer an invaluable resource for general managers, non-qualified marketers and students studying marketing as part of a broader degree.
Marketing Plans: A Complete Guide in Pictures
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 there. It's not difficult to spot those organizations that have failed to adopt a marketing approach!
In order for managers and students to quickly grasp the key principles, one of the world's leading marketing educators, Malcolm McDonald, has teamed up with expert cartoonist and educational designer, Peter Morris, to create this short, unique and powerful guide.
Using black and white cartoons and graphics packed with ideas and examples, Marketing Plans: A Complete Guide in Pictures is a highly accessible primer that is both a rigorous and serious introduction to the subject for those discovering marketing for the first time, and a versatile companion for more experienced professionals.
This book is based on the international bestseller Marketing Plans: How to Prepare Them, How to Use Them by Malcolm McDonald and Hugh Wilson (Wiley).
Marketing and Finance: Creating Shareholder Value
The truest sign that an executive has reached, or is on a trajectory towards a senior position is when they start to look outside of their own functional silo and consider business issues that normally lie within the remit of other departments. Nowhere is this more true than at the marketing/finance interface. At this mission–critical boundary, senior marketers must understand the implications of their strategies not just for sales or profit, but on risk adjusted rate of return. Similarly, senior finance executive can no longer manage the numbers; they must make critical assessments of commercial goals and understand how alternative marketing strategies may create or destroy shareholder value.
The Marketing and Finance Solution is the first book of its kind to address this interface, not from a marketing or finance angle, but from a combined perspective that incorporates leading knowledge in both disciplines. Written by three leading academics with decades of experience working across this functional boundary in major multinationals, The Marketing and Finance Solution is a unique and essential addition to the library of senior marketing and finance professionals.
This updated, revised, 2nd edition of the critically acclaimed Marketing Due Diligence includes a re–written first chapter that compares effective and ineffective business plans to identify the fundamentals of commercially successful strategies. Filled with examples from both business–to–business as well as consumer markets from a wide range of sectors, this new edition includes a thorough update of those examples for the modern, post–financial crash world.
Marketing Due Diligence: Reconnecting strategy to share price, 1st Edition
The ultimate test of marketing investment, and indeed any investment, is whether it creates value for shareholders. But few marketing investments are evaluated from this perspective. Increasingly, boards of directors and city analysts the world over are dissatisfied with this lack of accountability. Cranfield School of Management has been addressing this problem by working with a range of blue-chip companies. They have created a new framework which shows how marketing systematically contributes to shareholder value based on three key questions- Does the promised market exist? Will the strategy deliver the market share promised? Will the market share create shareholder value?
This groundbreaking new book explains the principles and practice behind rigorous due diligence in marketing for Marketing and Finance Directors, CEOs, Strategists and MBA students wanting to understand the key drivers of modern business Surely, the time has come for marketing directors to take their rightful place in the boardroom by proving that what they are doing creates shareholder value added
