Description
Book SynopsisProfessor 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.
Trade Review"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 *
"This book is both accessible and rigorous. It is a great read for everyone involved in buying or selling. Exploring how to quantify value propositions is a stimulating and highly beneficial endeavour. This is a timely contribution to understanding how to create differentiation and develop solid collaboration in fast-changing value chains." * Hervé Legenvre PhD, Director, Value Creation Observatory, The European Institute of Purchasing Management *
"This is the first book I've read that offers a proven and time-tested formula for creating a value proposition. It's written in terms that both the experienced marketer and the layperson can understand and, more importantly, can implement and thereby gain substantial benefit." * Tom Poland, Chief Leadsologist, Leadsology *
"Value propositions are simultaneously one of the most powerful ideas in business and one of the least understood and worst executed. In this book two leading authors show how to develop, use and profit from them." * Dr Diana Woodburn, Chairman, The Association for Key Account Management *
"It is so refreshing to see a book focused on the impact good marketing can make on profit, since so much of today's marketing discussion is about digital tools, leads and nurture flows. Anchored in tried and tested techniques, such as needs-based segmentation, McDonald and Oliver's book is action oriented. Its tools and templates will help marketers create real value for their company and its customers." * Bev Burgess, Senior Vice President and ABM Practice Leader, ITSMA *
"Finally, here is a book that explains clearly what the concept is and how to create a financially quantifiable value proposition! You can now communicate to your ideal customers why they should buy from you (unique differentiation), how you'll improve their situation (relevancy) and how they'll financially benefit, all in language that they understand. This book will shape your strategic marketing planning." * Stewart Barnes, Managing Director, QuoLux Ltd *
"Value is one of the most talked about and least understood ideas in business today. This excellent book provides a comprehensive review of the main concepts and also provides a series of case studies to bring the ideas alive. Malcolm McDonald and Grant Oliver pool their extensive business knowledge and experience to bring clarity, helping to define what value means to us, our business and most importantly our customers." * Richard Ilsley, Managing Partner, Key Account Management Group *
Table of Contents
- Chapter - 00: An important introduction – getting the best out of your value proposition;
- Chapter - 01: How financially quantified value propositions will make you richer;
- Chapter - 02: Quantifying the emotional elements of value propositions;
- Chapter - 03: What exactly is a financially quantified value proposition?;
- Chapter - 04: An overview of the value proposition process – where to start;
- Chapter - 05: Why it is critical to understand how key buying decisions are made;
- Chapter - 06: Which key accounts should you develop value propositions for?;
- Chapter - 07: Which segments should you develop value propositions for?;
- Chapter - 08: Understanding key account and segment needs before building a value proposition;
- Chapter - 09: Understanding our own asset base and capabilities;
- Chapter - 10: Developing value propositions;
- Chapter - 11: Creating and financially quantifying value propositions;
- Chapter - 12: Developing and presenting value propositions that resonate with customers;
- Chapter - 13: Value-celling – How to maximize value creation in supply chains;
- Chapter - 14: Financial analysis, value quantification tools and financial dashboards;
- Chapter - 15: Summary of the value proposition process
