OasisLMS

Duration: 57mins Learning objective: As a result of attending this event, the participant will know where our discipline fits into the formulation of business strategy and will enable them to contribute more positively and professionally.

Sales Management & Leadership Professionals Sales Directors Marketing Directors Key Account Managers

UK and International

Professor McDonald starts with a brief review of the past 60 years of marketing and sales. He then spells out the requirements for getting our discipline back in the boardroom as the driver of strategy. He concludes by putting the advancing tide of technology into a marketing and sales context, explaining that if we embrace this technology, we have a fantastic opportunity to understand our markets and our customers more intimately and to create value for them and other stakeholders. This webinar spells out the great future to be enjoyed by our profession provided we know what we need to do to put ourselves firmly back in the boardroom.

An understanding of the recent past of marketing and sales. The current role of marketing and sales in business strategy. The role of technology in creating value for customers and stakeholders.

CPD Points: One

Malcolm H.B. McDonald MA(Oxon) MSc PhD DLitt DSc, FF.ISP Emeritus Professor, Cranfield University School of Management Until 2003, Malcolm was a Professor of Marketing and Deputy Director of Cranfield University School of Management, with special responsibility for E-Business. He 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 also has a Doctorate from Bradford University and from the Plekhanov University of Economics in Moscow. He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry. Until the end of 2012, he spent seven years as Chairman of Brand Finance plc. He spends much of his 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. He has written forty-six 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 his papers have been published. Apart from market segmentation, his current interests centre around the measurement of the financial impact of marketing expenditure and global best practice key account management. He is an Emeritus Professor at Cranfield and a Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools. In 2006 he was listed in the UK's Top Ten Business Consultants by the Times. Email: m.mcdonald@cranfield.ac.uk