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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
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

Grant Oliver

Grant Oliver is Managing Director at 90 Day Action Plan, and has over 20 years experience in software, IT and management consultancy as CEO, Interim Manager, Managing Director, Sales and Marketing Director and Non-Executive Director. His background spans a range of companies from start-ups to listed software companies such as @UK plc and Sherwood International plc. He has also held positions as an interim IT director in the NHS, a Finance Director of a software company and a Non Executive Director of a Housing Association advising on IT and Procurement and a member of the Audit Committee.

More about Grant Oliver

Malcolm McDonald

Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. He was until recently Professor of Marketing and Deputy Director at Cranfield University School of Management, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School. He has been consultant to many major companies from the United Kingdom, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is also Chairman of six companies and works with the operating boards of some of the world's leading multinationals on all continents. He has written over 40 books including the best-selling Marketing Plans: How to prepare them, how to use them.

More about Malcolm McDonald

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