Driving growth through customer value and powerful brands - Guest Lecture by Professor Malcolm McDonald
Professor Malcolm McDonald has spent much of his time working with the operating boards of global multinational companies, such as IBM, Xerox, and BP in countries across the world including Japan and the US. He has written forty six books, including the best seller "Marketing Plans; how to prepare them; how to use them", which has sold over half a million copies worldwide and he is prolific researcher with hundreds of his papers published. He has been listed in the UK’s Top Ten Business Consultants by the Times.
Malcolm’s keynote lecture will define what a brand is, what shareholder value added (SVA) is and what the contribution is of powerful brands. His lecture will be introduced by Professor Kevin Kerrigan, Pro Vice-Chancellor (Enterprise) and Dean of SBS.