This is Malcolm McDonald, author of Malcolm

McDonald on marketing planning, understanding

marketing plans and strategy.

And you are listening to the marketing book podcast.

Welcome to the marketing book pod. podcast. marketing. And now here's your host, Douglas Burdett. Hello, thanks for joining me on the Marketing Book Podcast, which was named by LinkedIn as one of 10

podcasts that will make you a better marketer.

My goal for this podcast is to help you discover new ideas about what's actually working

in modern marketing.

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at marketingbook podcast.com.

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Today we're joined by Professor Malcolm

McDonald and we're going to talk about his latest book the second edition of

Malcolm McDonald on marketing planning, understanding marketing plans and

strategy. Professor Malcolm McDonald enjoys a understanding marketing

he was until recently professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing he was until recently professor of marketing at Cranfield University School of Management is now a professor at five of the UK's top business schools including his alma mater, Oxford University.

He has been a consultant to many major companies on almost every continent, not Antarctica, in the areas

of strategic marketing and marketing planning, market segmentation, international marketing

...