Malcolm McDonald

Ailsa Kolsaker

This book covers all of the core topics in marketing and is written and designed specifically for the needs of MBA students. Assuming no prior knowledge, this text covers the basics before quickly moving on to explore more advanced issues and concepts. It is strongly grounded in theory and linked to best practice, and is the ideal MBA course text.

MBA Marketing

Website security made easy. This book covers the most common ways websites get hacked and how web developers can defend themselves. Every website today is vulnerable to attack and a compromised website can ruin a company's reputation. Consider the Heartland Payment System data breach of 2008: the Heartland attackers made off with 130 million credit card numbers using a SQL injection attack to gain access to the web-servers that handled payment data. 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. The first half of the book describes security concepts every developer should know while the second half delves into the individual vulnerabilities themselves, offering real-world examples and code samples.

Real Threats, Practical Defense

Web Security for Developers

When 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? Grokking Web Application Security is a brilliantly illustrated and clearly written guide that delivers detailed coverage on: How the browser security model works, including sandboxing, the same-origin policy, and methods of securing cookies Securing web servers with input validation, escaping of output, and defense in depth A development process that prevents security bugs Protecting yourself from browser vulnerabilities such as cross-site scripting, cross-site request forgery, and clickjacking Network vulnerabilities like man-in-the-middle attacks, SSL-stripping, and DNS poisoning Preventing authentication vulnerabilities that allow brute forcing of credentials by using single sign-on or multi-factor authentication Authorization vulnerabilities like broken access control and session jacking How to use encryption in web applications Injection attacks, command execution attacks, and remote code execution attacks Malicious payloads that can be used to attack XML parsers, and file upload functions Grokking Web Application Security teaches you how to build web apps that are ready for and resilient to any attack. It’s laser-focused on what the working programmer needs to know about web security, and is fully illustrated with concrete examples and essential advice from author Malcolm McDonald’s extensive career. You’ll learn what motivates hackers to hack a site, discover the latest tools for identifying security issues, and set up a development lifecycle that catches security issues early. Read it cover to cover for a comprehensive overview of web security, and dip in as a reference whenever you need to tackle a specific vulnerability. Purchase of the print book includes a free eBook in PDF and ePub formats from Manning Publications. About the technology Security is vital for any application, especially those deployed on the web! The internet is full of scripts, bots, and hackers who will seize any opportunity to attack, crack, and hack your site for their own ends. It doesn’t matter which part of a web app you work with—security vulnerabilities can be found in both frontends and backends. Luckily, this comprehensive guide is here with no-nonsense advice that will keep your web apps safe. About the book Grokking Web Application Security teaches you everything you need to know to secure your web applications in the browser, on the server, and even at the code level. The book is perfect for both junior and experienced learners. It’s written to be language-agnostic, with advice and vulnerability insights that will work with any stack. You’ll begin with the foundations of web security and then dive into dozens of practical security recommendations for both common and not-so-common vulnerabilities—everything from SQL injection to cross-site scripting inclusion attacks. Explore growing modern threats like supply-chain attacks and attacks on APIs, learn about cryptography and how it applies to the web, and discover how to pick up the pieces after a hacker has successfully gotten inside your app. About the reader For junior web developers who know the basics of web programming, or more experienced developers looking for concrete advice on solving vulnerabilities. About the author Malcolm McDonald is the creator of hacksplaining.com, a comprehensive and interactive security training solution that helps working web developers brush up on their security knowledge. He is a security engineer with 20 years of experience across investment banking, start-ups, and PayPal. He has personally trained thousands of developers in web security over his career.

Grokking Web Application Security

Peter Morris

Successful executives know that marketing as a process and an orientation is a necessity for understanding where to go and how to get there. It is not difficult to spot organizations that have not adopted a marketing approach! So that managers and students can quickly grasp the key principles one of the world's leading marketing educators, Malcolm McDonald has teamed up with an expert cartoonist and educational designer, Peter Morris, to create this short, unique and powerful guide. Using full colour cartoons, packed with ideas and examples, this second edition of Marketing: a pictorial guide for managers is a highly approachable primer. However based as it is on the internationally best selling Marketing Plans textbook it is also both a rigorous and serious introduction to the subject. * A unique marketing introduction taking a pictorial approach * Very powerful and very fast learning tool for the key concepts in Marketing * Written by one of the leading author teams in the subject

A Complete Guide in Pictures

Marketing

Mike Meldrum

This new book provides over 40 ten-minute 'reads' on most of the key concepts in marketing. Each concept is dealt with in a clear, concise and stand-alone fashion, and the text is designed for those who want a quick but complete overview of marketing.

Key Marketing Concepts

Malcolm McDonald on Marketing Planning guides readers through the production of a marketing plan made to work in the real world. With the emphasis on practicality, this book covers the essentials of marketing planning and the strategic marketing process. Key content includes: defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion strategies, and price and sales strategies. Test questions at the end of each chapter aid understanding. Written by an authority on marketing plans, this book is useful for any busy marketing professional who needs a short, sharp revision of their planning skills, or a handy guide to put their plans on the right track.

Understanding Marketing Plans and Strategy

Malcolm McDonald on Marketing Planning

Warren Keegan

Marketing Plans That Work is a practical and insightful step-by-step guide to successfully preparing and executing a marketing plan. The book combines the very best of current practice with necessary theoretical and technical background. Marketing managers and business executives developing marketing and e-business strategies, especially those integrating new marketing technologies, will profit tremendously from Marketing Plans That Work. Readers praised the first edition of this book its pragmatic marketing framework and best practices. Now this new edition builds on the first edition's success by including new examples, the latest techniques, and new chapters on marketing strategy and e-commerce. This edition adds technology to its focus in response to today's need to enhance sustainable competitive advantage. * New edition of a bestseller * Leading-edge strategies for competitive advantage in marketing and e-commerce * Bridges new technologies and innovative marketing techniques

Marketing Plans That Work

This is a major revision of the highly successful first edition of Market Segmentation. In today's marketplace, effectively segmenting the market in order to target profitable customers is key to many companies' own profitability and growth. First published in 1995, this book was the first of its kind to help practitioners tackle this issue head on, providing step-by-step guidance through the difficult terrain of market segmentation. Since its publication the authors have further extended their experience, working with numerous international companies successfully segmenting their markets, experience which is reflected in this edition. Market Segmentation, 2nd edition is written in an even more accessible style and incorporates valuable lessons learnt from working with a wide range of companies in a variety of markets over many years. Containing a new worked case study, this book provides practical guidance to the subject and is a must-read for all business professionals.

How to Do it How to Profit from it

Market Segmentation

John Leppard

Translating Marketing Theory Into Practice

The Marketing Audit

Market Segmentation: How to do it and how to profit from it, revised and updated 4th Edition is the only book that spells out a totally dispassionate, systematic process for arriving at genuine, needs-based segments that can enable organizations to escape from the dreay, miserable, downward pricing spiral which results from getting market segmentation wrong. Nothing in business works unless markets are correctly defined, mapped, quantified and segmented. Why else have hundreds of billions of dollars been wasted on excellent initiatives such as TQM, BPR, Balanced Scorecards, Six Sigma, Knolwedge Management, Innovation, Relationship Marketing and, latterly, CRM? The answer, of course, is because of a structured approach to market segmentation. Market Segmentation: How to do it and how to profit from it, revised and updated 4th Edition provides a structured, no-nonsense approach to getting market segmentation right. It is an essential text for professionals and students based on a wealth of practical experience and packed with examples and easily used checklists.

How to Do It and How to Profit from It

Guidelines for Effective Selling in a Service Business

How to Sell a Service

What 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? The Complete Marketer 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. Malcolm McDonald and Mike Meldrum have simplified the discipline of marketing by translating the jargon and creating an encyclopaedia of marketing terms, concepts and fundamentals. They have applied their marketing know-how to every aspect of the marketing mix, making The Complete Marketer an invaluable resource for general managers, non-qualified marketers and students taking a module in marketing as part of a broader degree course.

60 Essential Concepts for Marketing Excellence

The Complete Marketer

At last marketing managers and business executives concerned with profitability and sustained growth of their organisation have at their fingertips a practical guide which tells them how to prepare and use a marketing plan. In this new edition of Marketing Plans, one of the world's leading marketing educators has greatly expanded his book to include the key recent developments in marketing techniques and a range of practical marketing tools. In Marketing Plans, the whole process of marketing planning - from initial assessment of a company's business plan to the steps necessary to ensure a company achieves its profit targets - is fully explained. There is an additional section which provides a step-by-step 'this is how you do it' guide to devising your own marketing plan, combining the very best of current practice with the necessary theoretical background. Marketers, executives and students studying for CIM and CAM exams will find the application of basic marketing principles to sound business practice invaluable. For tutors, there is a comprehensive resource pack containing OHP masters, chapter-by-chapter tutor notes, examples of real marketing plans, case studies for classroom use and interactive exercises on floppy disks. An international marketing bestseller New two colour internal design with new page layout and features providing maximum clarity Focuses on key recent developments in marketing techniques and provides a range of practical marketing tools

How to prepare them, how to use them

Marketing Plans

Beth Rogers

Malcolm McDonald on Key Account Management 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. Malcolm McDonald on Key Account Management 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.

Malcolm McDonald on Key Account Management

Hugh Wilson

The New Marketing presents a comprehensively revised blueprint for the marketing process developed by Malcolm McDonald and Hugh Wilson to address second-generation changes brought about by technological development and the associated 'information revolution'. Built around the leading concept of a value exchange with customers, it provides essential advice on how to harness the latest technology and incorporate it effectively into marketing practice. The premise driving the new thinking in this book is that the early stand-alone experimentation with new marketing channels is over for many organizations. The key now is the total integration of new techniques and technologies within the wider marketing process. e-Commerce and CRM, for instance, no longer stand alone as something to plan for separately. Instead, the core processes of marketing need to take account of e-commerce and other IT-enabled channels such as call centres. This development has meant important new steps in decision making for marketers, who now have to choose the channels which are most appropriate for certain tasks and how they should be integrated to maximise customer value. The book focuses on: · How marketing must integrate the interactive environment from the outset · How the choice of channels changes the offer as well as the customer contact · How the marketing manager's role must change Having worked on e-commerce and CRM strategy with a range of major companies over the last four years, the authors have developed tools and frameworks to fill these gaps in traditional marketing. The New Marketing draws heavily on this direct practical experience, and offers the ideal guide to tailoring your marketing strategy to the demands and opportunities of the 21st century marketplace. Provides the marketing framework and tools to help you integrate traditional and e-marketing techniques Shows how to adapt your marketing role to maximize the customer value and channel advantage Written by the best selling author of Marketing Plans in collaboration with the leading e-marketing expert

New Marketing

Marketing in a nutshell is an easy-to-use quick reference source for non-marketing specialists. Designed as a dip-in guide, this accessible book will be invaluable to general managers, non-qualified marketers and students taking a module in marketing alongside their other studies. Marketing in a nutshell makes the authorsOCO marketing know-how and expert insights accessible to all. *Dip-in reference format makes a comprehensive powerhouse of marketing knowledge available to every non-marketing manager at a moment''s notice *Concise, easy-to-read standalone summaries of key marketing principles, concepts, tools and techniques *Credible and expert marketing insights from leading marketing consultants especially for non-specialists"

Key Concepts for Non-specialists

Marketing in a Nutshell

Leslie De Chernatony

Elaine Wallace

This book summarises the latest thinking and best practice in the domain of branding All new real marketing campaigns show how branding theories are implemented in practice Brought right up to date with a clear European and UK focus

Creating Powerful Brands

Ainda que grande parte das empresas dependa de um pequeno número de clientes para gerar a maior parte dos lucros, quase nada – ou muito pouco – é feito para gerenciar esses clientes especiais, conhecidos como key accounts. Em KAM – Key Account Management: como gerenciar os clientes estratégicos da sua empresa para vender mais e melhor, Malcolm McDonald e Beth Rogers apresentam uma metodologia sólida e objetiva para que seu negócio alcance o máximo do potencial desses consumidores. Nesta obra, você aprofundará seu entendimento sobre: o que são key accounts e qual a importância deles para os resultados de uma empresa; como selecionar clientes especiais para o desenvolvimento de um trabalho de marketing e vendas customizado; como elaborar um plano para cada key account, explorando todo seu potencial; o papel do key account manager, ou gerente de clientes especiais, profissional capaz de gerir e desenvolver as contas especiais; e muito mais. Após a leitura deste livro, profissionais de vendas e marketing serão capazes de implantar ou aperfeiçoar os processos e as técnicas de Key Account Management (KAM) em seus negócios e, com isso, obter melhores resultados no atendimento de clientes especiais.

Como gerenciar os clientes estratégicos da sua empresa para vender mais e melhor

KAM - Key Account Management

Diana Woodburn

"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." Developing 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. Based 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? By 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. Key Account Management comes from authors who have taught leading companies how to approach their most powerful and demanding customers and still make money. It 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.

The Definitive Guide

Key Account Management

Now in its 7th edition, Marketing Plans is a highly renowned international bestseller. The book has been thoroughly revised, and every chapter has been carefully updated with special attention to the latest developments in marketing. To accomplish this, Professor Malcolm McDonald has been joined in this edition by Professor Hugh Wilson, a leading expert on CRM and multichannel strategy as well as marketing planning. Major changes to this edition include new chapters based on the very latest research on: Planning for integrated marketing communications and digital marketing Developing multichannel strategy Developing the CRM plan Marketing effectiveness and accountability Marketing Plans is designed as a tool and a user-friendly learning, resource. Every point illustrated by powerful practical examples and made actionable through simple, step-by-step templates and exercises. The book is established as essential reading for all serious professional marketers and students of marketing, from undergraduate and postgraduate to professional courses for bodies such as CIM. Above all it provides a practical, hands-on guide to implementing every single concept included in the text. "It is clearly and powerfully written and is probably the best book on the theory and practice of marketing planning ever written. It is a best-seller in Europe and I strongly recommend the book to anyone with an interest in marketing planning." —Warren J. Keegan, Professor of International Business and Marketing Director, Institute for Global Business Strategy, Pace University, New York "I am extremely impressed by the step lucidity of what is presented." —Dr D. H. Eaton, North Carolina University "A book reaching the quantities sold of Marketing Plans must be a book that is really used. It is not difficult to see why. Malcolm McDonald writes about what to do in marketing and how to do it. Unlike many academic marketing writers, he will never let you forget that marketing ends with –ing." —Kenneth Simmonds, Professor of Marketing and International Business, London Business School "Malcolm McDonald is clearly one of the most respected Professors of Marketing in Europe and the author of a number of outstanding books. The fact that Marketing Plans has been such a massive seller offers testimony of this. McDonald writes with clarity and insight that is becoming increasingly rare today. It is powerful, up to date and has proved that it works. I recommend it to you!" —John D. Ryans, Jr, Bridgestone Professor of International and Professor of International Marketing, Kent State University, Ohio

Malcolm McDonald

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