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About the Author

Malcolm McDonald

Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. He was until recently Professor of Marketing and Deputy Director at Cranfield University School of Management, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School. He has been consultant to many major companies from the United Kingdom, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is also Chairman of six companies and works with the operating boards of some of the world's leading multinationals on all continents. He has written over 40 books including the best-selling Marketing Plans: How to prepare them, how to use them.

Books by Author

Malcolm McDonald on Key Account Management

Understand the essentials of Key Account Management through this clear, concise and no-nonsense guide.

Published: August 2017, Paperback,
EAN: 9780749480776

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Malcolm McDonald on Marketing Planning

Benefit from clear and concise guidance to the benefits of rigorous marketing planning, demonstrating how to produce a marketing plan which works in the real world.

Published: November 2016, Paperback,
EAN: 9780749478216

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Marketing Value Metrics

Measure marketing effectiveness, align marketing activities with corporate strategy and deliver accountability with this metrics model developed at the renowned Cranfield School of Management.

Published: October 2014, Paperback,
EAN: 9780749468972

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The Complete Marketer

The Complete Marketer

Malcolm McDonald, Mike Meldrum


Get a thorough grounding in all aspects of the marketing discipline, from direct mail and online media to market research and branding, with this ultimate reference guide.

Published: May 2013, Paperback,
EAN: 9780749466763

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