Top ten guidelines for excellent, profitable marketing

By Professor Malcolm McDonald

 

Cranfield School of Management’s Professor Malcolm McDonald has established ten guidelines which you should consider for excellent, profitable marketing.

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From Products to Customer Engagement: Present and Future

By Professors Malcolm McDonald & Simon Knox

Apple didn’t kill the music industry. They just invented ways of making life easier and more enjoyable for music consumers, ending the need to buy full-length albums. It wasn’t Netflix that killed Blockbusters; it was their focus on retail to the virtual exclusion of on-line convenience. It wasn’t UBER that adversely affected the taxi business; it was fare control and the difficulty of ordering a taxi. Amazon didn’t wipe out retailers. Bad customer service, limited stock, poor size ranging...

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