Malcolm McDonald

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Marketing Planning for Services

by Adrian Payne & Malcolm McDonald

Marketing Planning for Services is the answer to the challenge of creating marketing plans that produce significantly improved bottom-line results. It is written in a pragmatic, action-orientated style and each...


Marketing Planning for Services

by Adrian Payne & Malcolm McDonald

Marketing Planning for Services is the answer to the challenge of creating marketing plans that produce significantly improved bottom-line results. It is written in a pragmatic, action-orientated style and each...


Pocket Guide to Selling Services and Products

by Peter Morris & Malcolm McDonald

First published in 1995. Routledge is an imprint of Taylor & Francis, an informa company.


The Complete Marketer: 60 Essential Concepts for Marketing Excellence

by Malcolm McDonald & Mike Meldrum

The Complete Marketer is an accessible source of hard intelligence about the marketing discipline, broken down into over 60 constituent chapters - including internet marketing, understanding consumers, market...


Creating Powerful Brands

by Leslie de Chernatony & Malcolm McDonald

This is the third edition of one of world's most respected and successful books on branding. Written by an internationally acclaimed branding expert and author of From Brand Vision to Brand Evaluation, it has...


Key Account Plans

by Lynette Ryals & Malcolm McDonald

To manage key accounts profitably you need strategic planning that works. This book is the definitive guide to achieving this based on the unmatched practical and research experience of Ryals and McDonald.

Key...


Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness

by Malcolm McDonald

Marketing Accountability is a groundbreaking new title by Malcolm McDonald and Peter Mouncey based on rigorous research. It introduces a new marketing metrics model that will enable marketing directors to measure...