Malcolm Mcdonald on Value Propositions ─ How to Develop Them, How to Quantify Them
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商品簡介
In marketing and business contexts, a value proposition is an innovation, service or feature intended to make a company or product attractive to customers. Having a clearly defined, quantified and conveyed value proposition will help companies become more profitable, but very few businesses use them effectively. In fact, recent McKinsey research shows that although 70-80% of companies talk about value propositions, only 5% actually have them in a meaningful form. Malcolm McDonald on Value Propositions is an information-packed primer that helps readers understand exactly why financially quantified value propositions will help them increase revenue.
Highly practical and filled with useful tools, the book shows readers exactly how to quantify their value propositions, and use them to effect business growth. Written by a world class authority on marketing, Malcolm McDonald on Value Propositions is perfect for anyone looking for a useful guide to developing value propositions, and an understanding of how these can be used to deliver and communicate value.
作者簡介
Professor 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.
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