Contact Professor Malcolm McDonald
Background
Malcolm is an Emeritus Professor at Cranfield and a Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools. Until 2003, he was Professor of Marketing and Deputy Director with special responsibility for E-Business. He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry where, inter alia, he controlled a sales force of 250 people. He also spent some time training sales people and sales managers for multinational companies such as SKF and Alfa Laval.
Malcolm is Chairman of Brand Finance plc and five small companies, but also 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 forty three books, including the best seller "Marketing Plans; how to prepare them; how to use them" and many 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.
Publications
Articles In Journals
- McDonald M. (2016). Marketing in B2B organisations: as it is; as it should be – a commentary for change. Journal of Business & Industrial Marketing, 31(8)
- Mcdonald M. (2010). Viewpoint: Existentialism – A School of Thought Based on a Conception of the Absurdity of the Universe. International Journal of Market Research, 52(4)
- McDonald M. (2010). A brief review of marketing accountability, and a research agenda. Journal of Business & Industrial Marketing, 25(5)
- Thrassou A, Vrontis D & McDonald MHB. (2009). A marketing communications framework for small political parties in developed countries. Marketing Intelligence & Planning, 27(2)
- Mcdonald M. (2008). Viewpoint - After 50 Years of IJMR, the State of Marketing. International Journal of Market Research, 50(2)
- McDonald M. (2006). How to get marketing back in the boardroom. Marketing Intelligence & Planning, 24(5)
- Wilson H, Hobbs M, Dolder C & McDonald M. (2004). Optimising multiple channels. Interactive Marketing, 5(3)
- McDonald M. (2003). Marketing died in the last decade. Interactive Marketing, 5(2)
- Daniel E, Wilson H & McDonald M. (2003). Towards a map of marketing information systems: an inductive study. European Journal of Marketing, 37(5/6)
- Wilson HN & McDonald M. (2001). An evaluation of styles of IT support for marketing planning. European Journal of Marketing, 35(7/8)
- McDonald M, de Chernatony L & Harris F. (2001). Corporate marketing and service brands - Moving beyond the fast-moving consumer goods model.. European Journal of Marketing, 35(3/4)
- McDonald MHB & Wilson HN. (1999). Exploiting Technique Interrelationships: A Model of Strategic Marketing Planning. Journal of Euromarketing, 7(3)
- Jenkins M & McDonald MHB. (1997). Market segmentation: organizational archetypes and research agendas.. European Journal of Marketing, 31(1)
- Wilson HN & McDonald MHB. (1996). Computer‐aided marketing planning: The experience of early adopters. Journal of Marketing Management, 12(5)
- McDonald M. (1996). Strategic marketing planning: Theory, practice and research agendas. Journal of Marketing Management, 12(1-3)
- Wilson H & Mcdonald M. (1994). Critical problems in marketing planning: the potential of decision support systems. Journal of Strategic Marketing, 2(4)
- Leppard JW & McDonald MHB. (1992). Final comment. Journal of Marketing Management, 8(4)
- McDonald MHB. (1992). Erratum. Journal of Business & Industrial Marketing, 7(1)
- McDonald MHB. (1992). Strategic Marketing Planning: A State‐of‐the‐art Review. Marketing Intelligence & Planning, 10(4)
- Mcdonald MHB. (1992). Erratum. Journal of Product & Brand Management, 1(4)
- McDonald M. (1991). Excellent selling can seriously damage a company's health. European Management Journal, 9(3)
- Leppard JW & McDonald MHB. (1991). Marketing planning and corporate culture: A conceptual framework which examines management attitudes in the context of marketing planning. Journal of Marketing Management, 7(3)
- McDonald MHB. (1990). Ten Barriers to Marketing Planning. Journal of Services Marketing, 4(2)
- McDonald MHB & Wilson HN. (1990). State‐of‐the‐Art Developments in Expert Systems and Strategic Marketing Planning. British Journal of Management, 1(3)
- McDonald MHB. (1990). Some Methodological Comments on The Directional Policy Matrix. Journal of Marketing Management, 6(1)
- McDonald MHB. (1989). Marketing Planning and Expert Systems: An Epistemology of Practice. Marketing Intelligence & Planning, 7(7/8)
- McDonald MHB. (1989). Ten barriers to marketing planning. Journal of Marketing Management, 5(1)
- Leppard J & McDonald M. (1987). A re‐appraisal of the role of marketing planning. Journal of Marketing Management, 3(2)
- McDonald MHB. (1985). Methodological Problems Associated with Qualitative Research: Some Observations and a Case Analysis of International Marketing Planning. International Studies of Management & Organization, 15(2)
- McDonald MHB. (1984). Applying Portfolio Management to Retailing: Some New Insights. Marketing Intelligence & Planning, 2(3)
- McDonald MHB. (1982). International Marketing Planning. European Journal of Marketing, 16(2)
