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Malcolm McDonald

Malcolm McDonald

Professor Malcolm McDonald MA(Oxon) MSc PhD DLitt DSc Emeritus Professor,
Cranfield University School of Management, was recently cited as one of the top marketing gurus in the world, along with Philip Kotler and Michael Porter and, has been named as one of the top ten consultants in the UK. He is now Emeritus Professor at Cranfield University School of Management where, until recently, he was Professor of Marketing and Deputy Director. Formerly Marketing Director of Canada Dry, he is Chairman of six companies and works with many of the operating boards of the world’s biggest multinationals on every continent. He is the author of over 40 books, many of which have been translated into several foreign languages and has published hundreds of articles and papers. Malcolm continues to research and teach at Cranfield and other universities around the world, in addition to speaking engagements, visiting lectures, and consultancy work. The Chartered Institute of Marketing’s Malta branch (CIM Malta), who has bridged the illustrious professor with the journal, has hosted Malcolm McDonald for a second time in Malta earlier in the year with two successful events. Malcolm may be contacted through CIM Malta at cimmalta@cim.co.uk

Marketing Strategy - in Shooting from the Hip

In trying to restructure the organisation, and thus revive their companies’ fortunes, many directors resort to ‘Cowboy’ antics and shoot from the hip. This is definitely not the key to success, and is a syndrome which one might describe as ‘Anorexia Industrialosa’ – the excessive desire to be leaner and fitter.  Like its human counterpart, it can lead to emaciation and eventually death.

Malcolm McDonald, Emeritus Professor at Cranfield School of Management explains why boards must practice strategic thinking or face the consequences.

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Accountants or Marketers in the Boardroom?

For far too long has our community depended excessively upon accountants’ short term rounds of exotic debt instruments, excessive leverage, cost cutting and focus on cash. This is a fact which has exacerbated because marketers have self-destructively focused on the measurement of tactical promotional expenditure in an attempt to prove that they are indeed not wasteful, self-indulgent and innumerate.

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