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

Adrian Payne

Pennie Frow

"The marketer is taken step-by-step through the key phases of the marketing planning process and alerted to the barriers that can prevent a service organization being successful in introducing marketing planning. Practical frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered. The authors highlight key misunderstandings about marketing and the nature of services and relationship marketing. "--Publisher.

A Complete Guide

Marketing Plans for Services

Lynette Ryals

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 Account Management is proven to deliver substantial benefits to the bottom line. Best practice companies know that real results from managing powerful customers are not achieved through short-term cost cutting. Instead, as the best companies understand, it depends on fostering carefully developed and profitably managed relationships with an equally carefully selected group of key accounts. This is a genuinely strategic activity that goes well beyond sales management and the simplistic use of budgets to generate targets. It is about the behaviours and practices that make predictable, profitable and sustainable Key Account Management possible. To achieve this the book is constructed to deliver- * Clear descriptions of the various techniques and the reason for their importance * A hugely powerful step by step approach to using the key techniques to build strategic skills * Templates for building real plans * Cases, examples and vignettes to show best real world practice Based on wide application in the business world, and the world class research at Cranfield Management School this book will be an essential introduction to the principles and reality of Strategic Key Account Planning. For senior managers, key account managers at all levels as well as those on executive and MBA courses it will be an essential guide and text.

Key Account Plans

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.

Malcolm McDonald

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