Malcolm H. B. McDonald is a British educator and the first marketing professor to have created an

application Application may refer to: Mathematics and computing * Application software, computer software designed to help the user to perform specific tasks ** Application layer, an abstraction layer that specifies protocols and interface methods used in a c ...

for iPhone and to have recorded his full lectures. Malcolm McDonald was until recently Professor of Marketing and Deputy Director at

Cranfield University , mottoeng = After clouds light , established = 1946 - College of Aeronautics 1969 - Cranfield Institute of Technology (gained university status by royal charter) 1993 - Cranfield University (adopted current name) , type = Public research uni ...

School of Management, and is now an Emeritus Professor at the university as well as being an Honorary Professor at

Warwick Business School Warwick Business School (WBS) is an academic department of the Faculty of Social Sciences of Warwick University, that was established in 1967 as the School of Industrial and Business Studies. The Business School offers undergraduate, postgradu ...

. 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 In marketing, market segmentation is the process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers (known as ''segments'') based on some type of shared characte ...

, key account management, international marketing and marketing accountability. McDonald is also Chairman of six companies and works with the operating boards of some multinational corporations. He has written over 40 books including ''Marketing Plans: How to prepare them, how to use them'' translated into French. Together with Tony Millman and Beth Rogers, Professor McDonald was involved in Cranfield's first research projects on the topic of key account management.http://direct.bl.uk/bld/PlaceOrder.do?UIN=041571871&ETOC=RN&from=searchengine

Publications

*''Market Segmentation: How to do it, how to profit from it'' Elsevier (1998) *''Marketing plans: How to prepare, them how to use them'' Elsevier(2007) *''Key Account Management: the definitive guide'' Elsevier (2007) *''Marketing Due Diligence: Reconnecting Strategy to Share Price'' Elsevier (2007)

References

External links

Living people Marketing theorists Year of birth missing (living people) {{edu-bio-stub