Contact Professor Stan Maklan


Stan began his professional career with Unilever Canada, subsequently moving with that firm to the UK and Sweden, where he was Marketing Director of its Toiletries business. He then spent 10 years as a management consultant (customer relationship management and online marketing) with global leaders in information technology: Computer Sciences Corporation and Sapient. He established CSC UK's Customer Relationship Management practice and then moved to a role within its European Consulting and global management research unit (Research Services). In that role, he started to work with Cranfield's Centre for Strategic Marketing and Sales and completed a PhD.

Stan joined Cranfield full time in 2006 and was appointed Professor of Marketing & Technology in 2016. He is currently Director of the Centre for Strategic Marketing & Sales. He has co-authored best-selling management books about Competing on Value and Customer Relationship Management. He was awarded honours for academic excellence on the MBA from the University of Western Ontario - now Ivey School of Management and has a Bachelor of Science in Economics from the Université de Montréal. He is a reasonable French speaker and (lapsed) Swedish speaker. Learn more at

Current activities

Stan Maklan's research focuses upon Digital Transformation, Customer Relationship Management (CRM), Customer Experience (CX), and Marketing Leadership. Collaborations with talented partners take him into the areas of ethical consumption, making sense of big data and development of B2B solutions. He is particularly interested in advancing the practice of marketing; how should firms develop the necessary capabilities to respond to changing markets and technology?

Stan leads the Centre's open executive programmes: Marketing Director's Programme, Customer Experience Strategy and Marketing Strategy and Planning. He teaches the core marketing module on our full-time MBA programme and Big Data Marketing Analytics on the MSc Marketing. He supervises master's theses and PhD students.


Stan has worked on executive education with many of Cranfield's clients including: EdF, France Telecom, Norwich Union, Arcelor, EMC, Mitsui, Jewsons, Novus Leisure, New Balance and Fiberweb. His private clients included: RBS, Acer, BT, CSC, MHR, Lewmar, Cofely and LRQA.


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Conference Papers