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Malcolm McDonald on Value Propositions

How to Develop Them, How to Quantify Them

Develop value propositions and understand why having them will increase a company's profit with this concise, highly-practical guide.
EAN: 9780749481766
Edition: 1
Published:
Format: 230x157
256 pages

About the book

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 Propositions is 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.

About the authors

Professor Malcolm McDonald is Emeritus Professor at Cranfield & Honorary Professor at Warwick Business School. He is Chairman of six companies, and works with the operating boards of some of the world's leading multinationals. He has written over 40 books including the best-selling Marketing Plans: How to prepare them, how to use them.

Grant Oliver is MD at 90 Day Action Plan, and has over 20 years' experience in software and management consultancy. He has been interim IT director in the NHS, Finance Director of a software company, and Non-Executive Director of a Housing Association.


Professor McDonald's research-based frameworks are timeless and universal and have been incredibly useful to both academics and practitioners around the world. This latest book on financially quantified value propositions continues to break new ground.

Philip Kotler, author, consultant and the S C Johnson & Son Professor of International Marketing, Kellogg School of Management, Northwestern University