Books by Malcolm (Cranfield School of Management) McDonald

An imaginative, witty, original but deadly serious introduction to all the concepts you need in marketing today. Successful executives know that marketing as a process and an orientation is a necessity for understanding where a company needs to go and how to get there.

Nothing in business works unless markets are correctly defined, mapped, quantified and segmented. This title provides a structured approach to getting market segmentation right. It is suitable for professionals and students.