BASS: The future of marketing: a dark cloud, or the brightest star in the firmament?

About this webinar

At this event, Professor McDonald will briefly review the past 60 years of management and marketing and will then spell out the requirements for getting marketing back in the boardroom as the key driver of strategy.

He will conclude by putting the advancing tide of technology into a marketing context. He will spell out 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 talk will spell out the great future to be enjoyed by the marketing discipline providing we know what needs to be done to put ourselves firmly back in the boardroom.

About Professor Malcolm McDonald, MSc Management Studies 1973

Professor Malcolm McDonald, author of 45 books on marketing, formerly Chairman of Brand Finance plc, was Marketing and Sales Director of Canada Dry before embarking on his academic career. He is Chairman of six companies and works mainly at operating board level with many of the world’s biggest companies. He is a Professor at six of the UK’s top Business Schools.