The Tyranny of Forecasts, Targets and Budgets
In this powerful and unapologetic white paper, Professor Malcolm McDonald exposes the dangerous over-reliance on forecasts, targets and budgets…
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…