Bøger af Malcolm McDonald

Website security made easy! Covers the most common ways websites get hacked and how web developers can defend themselves.

Understand the essentials of Key Account Management through this clear, concise and no-nonsense guide.

Grokking Web Application Security teaches you how to build web apps that are ready for and resilient to any attack. You'll learn what motivates hackers to hack a site, discover the latest tools for identifying security issues, and set up a development lifecycle that catches security issues early.

This is a major revision of the highly successful first edition of Market Segmentation. In today's marketplace, effectively segmenting the market in order to target profitable customers is key to many companies' own profitability and growth. First published in 1995, this book was the first of its kind to help practitioners tackle this issue head on, providing step-by-step guidance through the difficult terrain of market segmentation. Since its publication the authors have further extended their experience, working with numerous international companies successfully segmenting their markets, experience which is reflected in this edition. Market Segmentation, 2nd edition is written in an even more accessible style and incorporates valuable lessons learnt from working with a wide range of companies in a variety of markets over many years. Containing a new worked case study, this book provides practical guidance to the subject and is a must-read for all business professionals.

Transform your business by improving customer experience across the entire end-to-end value chain with this practical guide, including 100 tips and case studies from brands like Amazon, AirBnB and Uber.

An introductory textbook for this crucial topic that is illustrated and is packed with over 50, real examples of influential marketing campaigns.

This book covers all of the core topics in marketing and is written and designed specifically for the needs of MBA students. It is strongly grounded in theory and linked to best practice, and is the ideal MBA course text.

Provides an introduction to the principles and reality of strategic key account planning. This book delivers: descriptions of the various techniques and the reason for their importance; an approach to using the key techniques to build strategic skills; templates for building real plans; cases, examples and vignettes to show real world practice.

A cartoon book that explores the world of commercial transactions: selling products and services. It takes the salesperson through the course of the sales process. It examines the differences between selling services and products and consolidates that information by an exercise at the end of each chapter.

Provides an answer to the challenge of creating marketing plans that produce improved bottom-line results. This work highlights key misunderstandings about marketing and the nature of services and relationship marketing. It suggests frameworks and techniques for undertaking the marketing planning process and implementing the principles covered.

Develop value propositions and understand why having them will increase a company's profit with this concise, highly-practical guide.

Benefit from clear and concise guidance to the benefits of rigorous marketing planning, demonstrating how to produce a marketing plan which works in the real world.

Measure marketing effectiveness, align marketing activities with corporate strategy and deliver accountability with this metrics model developed at the renowned Cranfield School of Management.

Get a thorough grounding in all aspects of the marketing discipline, from direct mail and online media to market research and branding, with this ultimate reference guide.

Competitive Marketing Strategy for Europe is unique in its application of strategy concepts to European business. Written for the strategist, both student and manager, Competitive Marketing Strategy for Europe identifies strategic issues attached to a range of competitive situations in case studies of more than 20 European firms.