Member Reviews
Reg N, Reviewer
In our B2B coursework, companies have most difficulty with value propositions and then differentiation. MacDonald takes his usual thorough and well developed approach to write the definitive text on value propositions. Serious students of marketing should devour everything that MacDonald puts out and this work is no different. The aversion to reading that one too often finds in the sales profession may deter some from getting through this work, but the top 5% will appreciate the materials and put it to good work.
