About THE AUTHORS

Malcolm McDonald MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA

Malcolm McDonaldUntil 2003, Malcolm was 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. He has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.

He is Chairman of Brand Finance plc and five small companies, but also 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 three books, including the best seller Marketing Plans: how to prepare them; how to use them and many 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.

Email: m.mcdonald@cranfield.ac.uk

Hugh Wilson MA(Oxon), DipCompSci(Cantab), PhD

Hugh WilsonHugh Wilson is Professor of Strategic Marketing at Cranfield School of Management, UK. He directs the Cranfield Customer Management Forum, a syndicate of twelve blue-chips such as IBM, HSBC and BP exploring best practice in the development of profitable relationships in a multichannel world.

Hugh has a mathematics degree from Oxford University, a postgraduate computer science degree from Cambridge University and a prize-winning PhD in marketing planning from Cranfield. Prior to joining the Cranfield faculty in 2004, he had 20 years’ experience with IBM, Logica CMG, Xerox and others in consulting, product management and marketing strategy.

Hugh now spends much of his time working with world-class companies on multichannel marketing, CRM and marketing planning, as well as teaching on these topics in Cranfield. He is a frequent keynote speaker for industry conferences. Hugh’s research interests include customer experience and engagement, marketing and sustainability, multichannel customer management, and the impact of marketing strategies on profitability. He publishes extensively for both practitioners and academics.

Hugh is listed in the Chartered Institute of Marketing’s ‘Guru Gallery’ of ‘the 50 leading marketing thinkers alive in the world today’, and has been honoured by the UK’s Secretary of State of Industry and Tim Berners-Lee as one of the hundred individuals who have had most influence over the development of e-commerce, according to a NOP poll of practitioners and an expert panel.

Email: hugh.wilson@cranfield.ac.uk