{"title":"Books by Malcolm McDonald","description":null,"products":[{"product_id":"9780470974155","title":"Key Account Management","description":"\u003cp\u003e\"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 doing. Anything less is just old-fashioned selling.\"\u003c\/p\u003e\u003cp\u003eDeveloping successful business-to-business relationships with more 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 by intentionally known authors who have worked at the highest levels with more key and strategic account managers worldwide than probably any other leading advisors.\u003c\/p\u003e\u003cp\u003eBased on the hugely influential KEY CUSTOMERS it looks at: Why has account management become so critical to commercial success? What are the key challenges and how do successful companies respond? What part does key account management play in strategic planning? How do companies build profitable relationships with their customers? How does key account management actually work? What does a successful key account manager look like and what skills does he\/she need? How should key account managers be evaluated and rewarded? How do companies achieve key account management?\u003c\/p\u003e\u003cp\u003eBy addressing these key questions Woodburn and McDonald provide tools and processes for success honed by tough consultancy projects with the boards of some of the world's leading companies. The book stresses the elements that really matter - from developing a customer categorization system that really works and analyzing the needs of key accounts; to understanding the new skills required by key account managers and ensuring that key account plans are implemented. The 'real world' approach is backed by tested principles and the latest research from the renowned Cranfield School of Management.\u003c\/p\u003e\u003cp\u003eKey Account Management comes from authors who have taught leading companies how to approach their most powerful and demanding customers and still make money.\u003c\/p\u003e\u003cp\u003eIt is essential reading for all senior management with strategic responsibility, for key or strategic account directors, and for marketing and sales executives. The clear and authoritative approach also makes it an outstanding text for the serious MBA and executive student as well as business-to-business company directors and key account managers.\u003c\/p\u003e","brand":"Gardners","offers":[{"title":"Default Title","offer_id":56290754265461,"sku":"9780470974155","price":40.95,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0612\/7193\/3106\/files\/9780470974155_7c167249-0652-4582-aa64-a3885a0eed5f.jpg?v=1786032630"},{"product_id":"9780749478216","title":"Malcolm McDonald on Marketing Planning","description":"\u003cp\u003eA primer for marketing professionals and students, the second edition of \u003ci\u003e\u003cb\u003eMalcolm McDonald On Marketing Planning\u003c\/b\u003e\u003c\/i\u003e provides a clear guide to marketing planning. Focusing 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.\u003c\/p\u003e\u003cp\u003eWith an emphasis on practicality, this fully revised second edition has been thoroughly overhauled to contain new content on the essentials of marketing planning and the strategic marketing process. \u003cbr\u003e\u003cb\u003eOnline resources\u003c\/b\u003e include multiple templates as a practical toolkit for marketing planning.\u003c\/p\u003e","brand":"Gardners","offers":[{"title":"Default Title","offer_id":56296894300533,"sku":"9780749478216","price":29.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0612\/7193\/3106\/files\/9780749478216_28776b49-88e4-4f34-ba5b-557330b1468d.jpg?v=1786015151"},{"product_id":"9781394177103","title":"Marketing Plans 9e – Profitable Strategies in the Digital Age","description":"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 planningMethods to create powerful, differentiated value propositionsTools to prioritise marketing efforts on segments and strategies that will deliver the greatest returns in growth and profitsLessons 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.","brand":"Gardners","offers":[{"title":"Default Title","offer_id":56297876160885,"sku":"9781394177103","price":39.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0612\/7193\/3106\/files\/9781394177103_1f6e7113-1e2e-4537-9e85-6b0a49d26bc5.jpg?v=1786034533"},{"product_id":"9780749480776","title":"Malcolm McDonald on Key Account Management","description":"\u003cp\u003e\u003cb\u003e\u003ci\u003eMalcolm McDonald on Key Account Management\u003c\/i\u003e\u003c\/b\u003e explores the challenges of winning, retaining and developing key accounts. Key accounts are customers who help their suppliers grow, and consequently, they wield significant power. Although they are the key to market share and revenue growth, the costs of serving key accounts can erode profitability unless they are thoroughly understood and managed.\u003cbr\u003e\u003cbr\u003e \u003cb\u003e\u003ci\u003eMalcolm McDonald on Key Account Management\u003c\/i\u003e\u003c\/b\u003e takes a step-by-step approach to presenting best practice in key account management. Whether your business is starting up or well-established, there is always more to discover about improving the way value is created between you and your most important customers. Malcolm McDonald and Beth Rogers have spent over twenty years researching, teaching and consulting on key account management, and have condensed their knowledge into this book, focusing on making it clear, concise and easy to use.\u003c\/p\u003e","brand":"Gardners","offers":[{"title":"Default Title","offer_id":56297883238773,"sku":"9780749480776","price":29.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0612\/7193\/3106\/files\/9780749480776_48c579de-729f-47c9-a41b-232e2180edbe.jpg?v=1786015156"},{"product_id":"9780749466763","title":"The Complete Marketer","description":"\u003cp\u003eWhat 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? \u003cb\u003e\u003ci\u003eThe Complete Marketer\u003c\/i\u003e\u003c\/b\u003e 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.\u003c\/p\u003e\u003cp\u003e\u003cb\u003eMalcolm McDonald\u003c\/b\u003e and \u003cb\u003eMike Meldrum\u003c\/b\u003e 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 \u003cb\u003e\u003ci\u003eThe Complete Marketer\u003c\/i\u003e\u003c\/b\u003e an invaluable resource for general managers, non-qualified marketers and students studying marketing as part of a broader degree.\u003c\/p\u003e","brand":"Gardners","offers":[{"title":"Default Title","offer_id":56299017142645,"sku":"9780749466763","price":26.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0612\/7193\/3106\/files\/9780749466763_95ab7377-1636-4ccd-85c2-eeb66d32b61d.jpg?v=1786015140"},{"product_id":"9781633438262","title":"Grokking Web Application Security","description":"\u003cp\u003e\u003cstrong\u003eWhen you launch an application on the web, every hacker in the world has access to it. Are you sure your web apps can stand up to the most sophisticated attacks?\u003c\/strong\u003e\u003cbr\u003e\u003cbr\u003eGrokking Web Application Security is a brilliantly illustrated and clearly written guide that delivers detailed coverage on:\u003c\/p\u003e \u003cul\u003e  \u003cli\u003eHow the browser security model works, including sandboxing, the same-origin policy, and methods of securing cookies\u003c\/li\u003e  \u003cli\u003eSecuring web servers with input validation, escaping of output, and defense in depth\u003c\/li\u003e  \u003cli\u003eA development process that prevents security bugs\u003c\/li\u003e  \u003cli\u003eProtecting yourself from browser vulnerabilities such as cross-site scripting, cross-site request forgery, and clickjacking\u003c\/li\u003e  \u003cli\u003eNetwork vulnerabilities like man-in-the-middle attacks, SSL-stripping, and DNS poisoning\u003c\/li\u003e  \u003cli\u003ePreventing authentication vulnerabilities that allow brute forcing of credentials by using single sign-on or multi-factor authentication\u003c\/li\u003e  \u003cli\u003eAuthorization vulnerabilities like broken access control and session jacking\u003c\/li\u003e  \u003cli\u003eHow to use encryption in web applications\u003c\/li\u003e  \u003cli\u003eInjection attacks, command execution attacks, and remote code execution attacks\u003c\/li\u003e  \u003cli\u003eMalicious payloads that can be used to attack XML parsers, and file upload functions\u003c\/li\u003e \u003c\/ul\u003e","brand":"Gardners","offers":[{"title":"Default Title","offer_id":56304552870261,"sku":"9781633438262","price":52.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0612\/7193\/3106\/files\/9781633438262_24642be2-94cc-4e2a-a1d5-6876f9c7caf1.jpg?v=1786023387"},{"product_id":"9781593279943","title":"Web Security For Developers","description":"Every website today is vulnerable to attack and a compromised website can ruin a company's reputation. Web Security Basics for Developers covers everything a web developer needs to know about web security. Readers will learn who attackers are and what they have at their disposal, how the Internet and websites operate, and various ways websites get attacked. Author Malcolm McDonald explores common attacks like SQL injection and cross-site scripting, as well as common vulnerabilities like information leakage, offering real-world examples and code samples.","brand":"Gardners","offers":[{"title":"Default Title","offer_id":56312641356149,"sku":"9781593279943","price":28.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0612\/7193\/3106\/files\/9781593279943_eb7f1538-e924-4334-8a7f-d16949a344b5.jpg?v=1786022974"}],"url":"https:\/\/backstory.london\/collections\/author-malcolm-mcdonald.oembed","provider":"Backstory","version":"1.0","type":"link"}