A full house for today's #LEAD Masterclass on strategic #marketing with Professor Malcolm McDonald. He has been sharing his thoughts on how to identify & create sustainable competitive advantage. #strategy #SME #leadership #profit Dr Malcolm McDonald

Trying to delight all of your customers all of the time. All this leads to is average service for everyone. Carefully select the customers and segments who offer you the best chance for you to grow your sales and profits, then delight these customers.

April 26, Cranfield School of Management: Professor McDonald about creating and selling value, together with 70 high ranking executives at the Cranfield's event in London.

Misunderstanding how profits are made. Most companies measure only product profitability, whereas it is usually the cost of serving customers after the product has left the "factory" that defines profitability. So, measure both product profitability and customer profitability.

Some “bad marketing habits” from Professor McDonald: Not keeping an eye on the competition and potential competition as a result of advances in technology. As Peter Drucker said:" If you are doing today what you did yesterday, you will not be in business tomorrow."

The case this week is about the challenges of a supplier of a global account. XYZ Global just announced their suppliers about their plans to reduce their supplier base from 500,000 to 50,000. What’s next move of the supplier? Read more about Going global malcolm-mcdonald.com/perch/resource…

This Tuesday’s case is about an organisation recognized as the best practitioner of key account management in its sector. Nevertheless, the company could be finished if it lost that accolade. This is a short story about the Power of persistence: malcolm-mcdonald.com/perch/resource…

The Marketing Book Podcast: "Malcolm McDonald on Marketing Planning" ☞ bit.ly/2fp6BzL Dr Malcolm McDonald Please RT!