"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