A view by Professor Malcolm McDonald
In June, Liveryman and Professor Malcolm McDonald addressed Aston University as the keynote presenter to give a brief review of the past 60 years of marketing.
Malcolm spelt out the requirements for getting marketing back in the boardroom as the driver of strategy and concluded by putting the advancing tide of technology into a marketing context. He proposed 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 keynote highlights the great future to be enjoyed by our profession providing we know what we need to do to put ourselves firmly back in the boardroom.
You can view this inspirational presentation here Malcolm McDonald The future of marketing : a dark cloud, or the brightest star in the firmament?