Professor Malcolm McDonald

Until 2003, I was Professor of Marketing and Deputy Director of Cranfield University School of Management, with special responsibility for E-Business. I am a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and have a PhD from Cranfield University. I also have a Doctorate from Bradford University and from the Plekhanov University of Economics in Moscow. I have extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry. Until the end of 2012, I spent seven years as Chairman of Brand Finance plc.

I spend much of my 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.

I have written forty four 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 my papers have been published.

Apart from market segmentation, my current interests centre around the measurement of the financial impact of marketing expenditure and global best practice key account management. I am an Emeritus Professor at Cranfield and a Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools.