Our team

Our core team allows us to operate on international assignments.  We work closely with many other consultants around the world who have a strong belief in our approach.

Professor Malcolm McDonald

Professor Malcolm McDonald, Chairman
MA(Oxon) MSc PhD DLitt DSc

Professor Malcolm McDonald MA(Oxon) MSc PhD DLitt DSc, until recently was Professor of Marketing and Deputy Director, Cranfield University School of Management, with special responsibility for e-business, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School.

Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He has written over 40 books, including the best seller ‘Marketing Plans: How to prepare them, how to use them’, and more than one hundred articles and papers.

Coming from a background in business which included a number of years as Marketing Director of Canada Dry, Malcolm has successfully maintained a close link between academic rigour and commercial application. He has consulted to 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 Chairman of Malcolm McDonald Consulting Ltd, and works with the operating boards of a number of the world’s leading multi-nationals.

Mr. Edmund Bradford

Edmund Bradford, Director
BA(Hons), MBA, DipM, MCIM

Edmund Bradford is an author, consultant and games designer.  He has over 20 years of experience designing and implementing strategic initiatives around the world.

He has written extensively on the subjects of strategic account management and strategic marketing. In addition to his many articles he is also the co-author of Marketing Navigation: How to Keep Your Marketing Plans On Course to Implementation Success available on Amazon.

In addition to his consulting work, he produces simulation games to teach students and executives about sales and market strategy.  These games are now used in several universities on MBA, Masters and Undergraduate programmes.

His company experience includes work with Afton Chemicals, Brussels Airlines, Compass Group, GlaxoSmithKline, Jones Lang LaSalle, Lucas Aerospace (now Goodrich), LloydsTSB, Parker Hannifin Corporation, United Utilities and a host of small enterprises. At Compass Group, Edmund helped them win the 2013 Strategic Account Management Excellence Award from the highly respected Strategic Account Management Association, the first time this award has been given in Europe.

Mr. Edmund Bradford holds an MBA from Warwick University, England.