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Call 020 7976 3575 or email


How to win business from big, powerful customers

How to win business from big, powerful customers

Tuesday, 25 June 2013
09:00 - 12:30
The Work Foundation, 21 Palmer Street SW1H 0AD

This event was part of a series of LEAD preview sessions.

Drawing on his experience of working with some of the world’s largest multi-national organisations, Professor Malcolm McDonald discussed what large corporates look for when sourcing products and services from SMEs, what are the essential tools for winning business consistently and how to practically apply the sales and marketing concepts within your particular business.
The master class session was followed by an exclusive question and answer session with Professor McDonald and also included a networking lunch for you to share your sales and marketing thoughts with other like – minded peers. If you are interested in attending other events in this series, please email Rohini Bhattacharya at or telephone 020 7976 3509.

Find out more about LEAD

About the speaker:

Acknowledged as one of the world's top marketing gurus, Professor Malcolm McDonald has been the Professor of Marketing and Deputy Director for Cranfield University School of Management since 2003. With a unique blend of knowledge, experience and expertise gained in academic and commercial sectors, Malcolm inspires his audience by detailing the practical applications of marketing concepts in today's intensely competitive marketplace. He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry. Until the end of 2012, he spent seven years as Chairman of Brand Finance plc. Malcolm has successfully maintained a close link between academic rigour and commercial application. He has consulted many major companies from the UK, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability.Malcolm is currently chairman of five companies and works with the operating boards of a number of the world's leading multi-nationals on all continents. He has written 44 books, including the best seller 'Marketing Plans; how to prepare them; how to use them' , which has sold over half a million copies worldwide. Hundreds of his papers have been published.


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