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  1. Professor Malcolm McDonald

    Professor Malcolm McDonald Emeritus Professor at Cranfield School of Management, United Kingdom

Until 2003, Professor McDonald was Professor of Marketing and Deputy Director of Cranfield University School of Management, with special responsibility for E-Business. He is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University.

He has a PhD from Bradford University and from the Plekhanov University of Economics in Moscow. He spent a number of years in industry working for Canada Dry as Marketing and Sales Director of until the end of 2012, and spent seven years as Chairman of Brand Finance plc.

He spends much of his time working with the operating boards of the world’s biggest multinational companies, such as IBM, Xerox, BP and the like, in most countries in the world, including Japan, USA, Europe, South America, ASEAN and Australasia.

He has written 44 books, including the best seller “Marketing Plans; how to prepare them; how to use them”, which has sold over half a million copies worldwide. Hundreds of his papers have been published.

Apart from market segmentation, his current interests centre around the measurement of the financial impact of marketing expenditure and global best practice key account management. He is also Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools.

In 2006 he was listed in the UK’s Top Ten Business Consultants by the Times.

Example Academic Group article: Linking Market Strategy Risk to Shareholder Value

Selected publications:

  • Marketing Due Diligence: Reconnecting Strategy to Share Price; Malcolm McDonald, Keith Ward and Brian Smith
  • Marketing plans: how to prepare them how to use them; Malcolm McDonald and Hugh Wilson
  • Market Segmentation: How to do it, how to profit from it; Malcolm McDonald and Ian Dunbar
  • Marketing: A complete guide in pictures; Malcolm McDonald and Peter Morris
  • Marketing Plans for Service Businesses: a complete guide; Malcolm McDonald and Adrian Payne
  • Key Account Plans: The Practitioners Guide to Profitable Planning; Malcolm McDonald and Lynette Ryals
  • Key Account Management: the definitive guide; Malcolm McDonald and Diana Woodburn
  • Creating Powerful Brands; Malcolm McDonald and Leslie de Chernatony