* 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 has a textbook feel, which highlights the diagrams and market maps (key elements of the book) This is a key book, in a vital area. The Butterworth-Heinemann edition of what was previously published by MacMillian, is a thoroughly revised and updated version. * Highly developed and well illustrated treatment of a key marketing technique * Usable by students and executives, for whom the practical, step-by-step approach is designed * Leading author team in the field
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? * Connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing shareholder value * Systematic and practical approach useful for both practitioners and students * New paperback 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. Practical frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered. The world renowned authors also tackle key organizational aspects relating to marketing planning which can have a profound impact on its ultimate effectiveness. These include: marketing intelligence systems; market research; organization development stages; marketing orientation. Marketing Plans for Services is for marketers in the service sector and students of marketing. “Marketing Plans for Services is clearly the premier text in the field. From an explanation of ‘why’ services are driving all marketing activities to ‘measuring the results’, and all things in between, this new and updated text explains why and how ‘services’ are the key elements for most all 21st century organizations. Follow the masters of service marketing to marketplace success.” Professor Don Schultz, Northwestern University “McDonald, Frow and Payne have worked extensively with a wide range of service businesses across the globe in successfully realising their growth opportunities. This experience shows in this practical text which contains all one needs to know in developing and implementing successful marketing plans for service organizations. This book represents a tested roadmap for planning services marketing success and combines an excellent balance of key concepts, frameworks and tools with practical advice. Their proven step-by-step marketing planning system for services and the examples of marketing plans make this a ‘must have’ book that should be on the desk of any forward-thinking services marketer.” Mark Veyret, Global Business Development Leader, PricewaterhouseCoopers “Marketing planning is crucial today where increased competition, complexity and the internet forces you to redefine your marketing strategy and focus more clearly on what is required to achieve improved results. If not, you will not succeed in meeting these challenges. McDonald, Frow and Payne are internationally recognized authorities in marketing planning and services marketing. Based on their extensive experience across in helping organizations from a wide range of service sectors, this book gives you the practical ‘how to’ skills to successfully implement strategic marketing plans.” Bob Barker, Vice President of Corporate Marketing and Digital Engagement, Alterian
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 firm and how it can contribute to increasing stakeholder value. Completely revised and updated throughout, the Second Edition features new case examples as well as a completely new first chapter containing the results of new research into risk and marketing strategies amongst Finance Directors and Chief Marketing Officers.
Federalism is one of the most influential concepts in modern political discourse as well as the focus of immense controversy resulting from the lack of a single coherent definition. Malcolm M. Feeley and Edward Rubin expose the ambiguities of modern federalism, offering a powerful but generous treatise on the modern salience of the term. “Malcolm Feeley and Edward Rubin have published an excellent book.” —Sanford Levinson, University of Texas at Austin “At last, an insightful examination of federalism stripped of its romance. An absolutely splendid book, rigorous but still accessible.” —Larry Yackle, Boston University “Professors Feeley and Rubin clearly define what is and is not federal system. This book should be required for serious students of comparative government and American government.” —G. Ross Stephens, University of Missouri, Kansas City “Feeley and Rubin have written a brilliant book that looks at federalism from many different perspectives—historical, political, and constitutional. Significantly expanding on their earlier pathbreaking work, they have explained the need for a theory of federalism and provided one. This is a must read book for all who are interested in the Constitution.” —Erwin Chemerinsky, Duke University School of Law
Offering a ‘state of the art’ review of the sociology of sport and investigating those areas where sport has come to influence the sociological mainstream, this book examines how sociology has impacted upon the consciousness of sports fans, administrators and even politicians. As the first book to provide a history of the sociology of sport and to clearly locate the contemporary discipline in the wider currents of sociological discourse, Sport and Sociology is important reading for all students and scholars interested in the relationship between sport and society, whether they are working in sport studies or in the sociological mainstream.
This introduction to Event Sponsorship provides students with an essential understanding of the important role of sponsorship in an event, how this can be gained and successfully managed to the benefit of both the sponsor and sponsee. The text starts with an investigation of the origins of sponsorship and then considers all important elements of Events sponsorship management. It considers what sponsorship is, its history and evolution, what its marketing uses are, how it can used efficiently; the benefits it can bring to an event; and how its results can be measured. It also considers other funding sources for events including government grants, crowd source funding and merchandising. To reflect changes in the way firms communicate with their customers, there is a strong focus on the use of social media, e – marketing and technology in sponsorship. The text uniquely considers topics of sponsorship from perspective of both the sponsor and the sponsee (the event) to provide a holistic view of the sponsorship process. Case Studies are integrated throughout to show how both small and large scale events have successfully gained and used sponsorship as well as potential pitfalls to avoid. Learning outcomes, discussion questions and further reading suggestions are included to aid navigation throughout the book, spur critical thinking and further students’ knowledge. This is essential reading for all students studying Events Management.
This is a highly descriptive account of the Scots in Australia from 1788 to the present. It shows that the Scots have made a major contribution to all aspects of Australian life. It is aimed at non-specialist general readers, although much of the audience will be Scottish."-- Provided by publisher.
Developing successful business-to-business relationships with more powerful customers in highly competitive markets requires processes and skills that go beyond traditional selling activity. The very best state-of-the-art strategies are set out clearly in this book in a practical way that can be implemented in all organizations. In particular 'Key Customers' looks at: * why has key account management become so critical to commercial success? * what are the key challenges and how do successful companies respond? * why is it vital to understand the role of key account management in strategic planning? * do you know what strategy your customer has for your company? By addressing these key questions McDonald, Rogers and Woodburn draw out the business issues that really matter - from developing a customer classification system that really works, analysing the needs of key accounts, developing the skills of key account managers to how systems for implementing key account plans can be developed. Throughout the book the emphasis is on clarifying and articulating the key concepts to give the reader the tools to apply in the marketplace. The 'real world' approach is based on best practice from leading companies globally and the latest research from the renowned Cranfield School of Management. 'Key Customers' comes from authors with an international reputation in this field and is an essential guide to customer management for marketing and sales executives, and all senior management with strategic responsibility. The clear and authoritative approach also makes it an outstanding text for the serious MBA and executive student.
In the three decades between 1946 and 1976, the Central Flying School which was based at Little Rissington, produced over 6000 fledgling Qualified Flying Instructors and continually endeavoured to monitor and improve the wider Royal Air Force's standards of flying, based on its sound, proven instructional methods and a wealth of tradition extending back to Upavon in 1912. With the cessation of hostilities in 1945, the station's role took on a new dimension with the arrival of the Central Flying School (CFS) from RAF Upavon in the following year. The main function of CFS was to fulfil RAF requirements and assist some Commonwealth air force requirements for flying instructors. RAF Little Rissington became CFS's important focal base for the next thirty years. The book covers the 1946 to 1976 period and has been drawn from from the records at the National Archives, the RAF Museum, the Central Flying School Archive, and from published sources. Anecdotes and recollections from over 100 service and civilian personnel, ranging from Air Marshals to AC2s, who were once based at Little Rissington bring these unfolding years to life.
Billions of dollars are lost from marketing plans that fail to get implemented properly. This book draws upon fresh research, new technology and decades of experience to help marketers improve their chances of success. it proposes a practical marketing navigation system to help businesses ensure their plan identifies risks and delivers targets.
During the Second World War, the Merchant Navy suffered a higher percentage loss than any of the British armed forces, but despite this extraordinary fact few people today are aware of it. In total, 33,000 merchant seamen died, while others were severely injured both physically and mentally. This book is an important volume attempting to dispel the ignorance, and for the first time brings together a wealth of information concerning ship losses, including such details as ships’ names, their captains, the route they were lost on, date and positions when lost, loss of life, and many other particulars. A former wartime Merchant Navy man himself, Malcolm presents a compendium of shipping company losses that is staggering in scale. This work will be of great value to shipping enthusiasts and anyone interested in the war at sea.
Cramming all new-case studies and 100s of new questions into one book, this new edition of our AQA A-level Geography student book will capture imaginations as it travels around the globe. This book has been written by our expert author team and structured to provide support for learners of all abilities. The book includes: · Activities and regular review questions to reinforce geographical knowledge and build up core geographical skills · Clear explanations to help students to grapple with tricky geographical concepts and grasp links between topics · Case studies from around the world to vividly demonstrate geographical theory in action · Exciting fieldwork projects that meet the fieldwork and investigation requirements · The most up-to-date theory of plate tectonics This student book is supported by digital resources on our new digital platform Boost, providing a seamless online and offline teaching experience.
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