Market Segmentation – A Quick Method
When time and resources are limited, businesses still need to understand their customers with enough clarity to segment effectively.…
When time and resources are limited, businesses still need to understand their customers with enough clarity to segment effectively.…
Many marketing plans fail to deliver measurable value because they lack structure, clarity, or a focus on strategic impact.…
Once the marketing audit is complete, it must be summarised in a way that guides strategic decision-making. In this…
In this in-depth paper, Professor Malcolm McDonald explores the full journey of market segmentation — from its academic roots…
In this foundational chapter from Market Segmentation: How to Do It, How to Profit From It, Professor Malcolm McDonald…
In this foundational piece, Professor Malcolm McDonald explores one of the most critical — yet often misunderstood — pillars…
What truly separates a winning marketing strategy from a mediocre one? According to Professor Malcolm McDonald, it’s a business’s…
Effective marketing planning doesn’t happen by accident — it follows a structured process rooted in data, strategic alignment, and…
Once key market segments have been identified, the next challenge is deciding which to prioritise — and why. This…
In overcrowded markets, companies cannot win on product or price alone. They must create and communicate customer-specific, financially-quantified value…
Bringing strategic marketing to life requires more than lectures and theory — it needs simulation, decision-making, and competitive thinking.…
Even the best marketing plans can fail — not because they’re poorly written, but because they’re poorly implemented. In…
What defines an excellent marketing plan? In this detailed chapter, Professor Malcolm McDonald breaks down the structure, thinking, and…
In this seminal paper, Professor Malcolm McDonald tackles one of the most pressing challenges in modern marketing: proving impact.…
Not all customers are strategic — and not all accounts should be treated like key accounts. In this SAM/KAM…
Even the strongest supplier relationships can be tested by procurement policy. In this SAM/KAM mini-case, Components GmbH — sole…
In this SAM/KAM mini-case, we’re introduced to 234 Services Europe — a market leader in office services that considers…
When internal values don’t match external messaging, even the best key account strategies can collapse. In this SAM/KAM mini-case,…
Not all opportunities are worth chasing. In this SAM/KAM mini-case, Jo Young — key account manager at Punch Financial…
Strategic account management isn’t just about building client trust — it’s also about overcoming internal resistance. This SAM/KAM mini-case…
Strategic customers often want exclusivity — but in today’s competitive and legally regulated world, that’s not always realistic. In…
Strategic account relationships don’t just face commercial risks — they’re also vulnerable to breakdowns in trust, training, and internal…
As global customers consolidate their supplier bases, the pressure on vendors to coordinate internationally has never been higher. In…
Some of the biggest risks to key account relationships come not from the customer — but from internal misalignment.…
Long-standing customer relationships often lull organisations into a false sense of security. This SAM/KAM mini-case explores how one company,…
Strategic account relationships often involve tough choices — especially when your customer’s needs evolve beyond your core capabilities. In…
In this practical and structured guide, Professor Malcolm McDonald presents the “Ten Commandments” of Key Account Management (KAM) —…
Despite its critical importance in modern B2B markets, Key Account Management (KAM) remains one of the most misunderstood and…
The Market2Win Simulator is a powerful educational platform designed to teach strategic marketing and Key Account Management (KAM) through…
In this reflective yet sharply practical piece, Professor Malcolm McDonald and Diana Woodburn draw from over 14 years of…
This academic paper by Professor Malcolm McDonald provides one of the most comprehensive explorations of the history, evolution, and…
This in-depth paper by Professor Malcolm McDonald and Diana Woodburn is the definitive guide to creating high-quality, strategic Key…
In this powerful and unapologetic white paper, Professor Malcolm McDonald exposes the dangerous over-reliance on forecasts, targets and budgets…
In this sharp and strategic white paper, Professor Malcolm McDonald makes the case that Key Account Management (KAM) must…
In this powerful white paper, Professor Malcolm McDonald exposes the critical flaws in applying traditional fast-moving consumer goods (FMCG)…
In this hands-on white paper, Professor Malcolm McDonald lays out a step-by-step process for turning business ambition into measurable…
In this provocative and insightful white paper, Professor Malcolm McDonald makes the case that most financial reporting is inadequate…
In this comprehensive white paper, Professor Malcolm McDonald presents a clear, actionable process for executing market segmentation and market…
Despite endless buzz about data, digital and AI, market segmentation remains the single most critical factor in achieving profitable…
In this hard-hitting white paper, Professor Malcolm McDonald delivers a sweeping diagnosis of the current state of marketing and…
In this strategic white paper, Professor Malcolm McDonald tackles a fundamental question that boards, CFOs, and marketing leaders must…
This dual Viewpoint by Professor Malcolm McDonald delivers a sharp warning to managers clinging to outdated budgeting processes —…
In this insightful and deeply personal Viewpoint, Professor Malcolm McDonald delivers a direct challenge to marketers, academics, and business…
Looking for a fast and visual way to bring segmentation to life? In this concise viewpoint, Professor Malcolm McDonald…
This two-in-one Viewpoint distils two of Professor Malcolm McDonald’s most critical marketing arguments: the continued necessity of needs-based market…
In this practical and widely adopted tool, Professor Malcolm McDonald presents a structured way to evaluate the quality and…
This double-feature viewpoint combines two strategic truths that most organisations ignore to their own detriment: Part 1 – Why…
Based on decades of real-world experience and global boardroom engagements, this viewpoint by Professor Malcolm McDonald distils the ten…