Marketing in B2B organisations: as it is; as it should be – a commentary for change

Professor Malcolm McDonald, MA(Oxon), MSc, PhD, DLitt, DSc, was, until recently, Professor of Marketing and Deputy Director, Cranfield University School of Management, with special responsibility for e-business, and is now an Emeritus Professor at the University, as well as an Honorary Professor at Warwick Business School. Prof Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre and has a PhD from Cranfield University. He has written over 40 books, including the best seller “Marketing Plans: How to Prepare Them, How to Use Them”, and more than 100 articles and papers. Coming from a background in business which included a number of years as Marketing Director of Canada Dry, Prof Malcolm has successfully maintained a close link between academic rigour and commercial application. He has been consultant to many major companies from the UK, Europe, USA, Far East, Southeast Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Prof Malcolm is currently the chairman of six companies and works with the operating boards of a number of the world’s leading multinationals in all continents.