#078: Malcolm McDonald - If you don’t know the Basics of Marketing, Social Media is not going to Work!
My next guest of Scale Your Sales Podcast, was my Marketing Professor when I did my EMBA at Cranfield School of Management. Before he becoming a Professor at six of the UK's top Business Schools, he was Marketing and Sales Director of Canada Dry, with a sales force of 150. He is the author of 46 books, one of which has sold half a million copies. Welcome, Malcolm McDonald. 00:00 If you don’t know the Basics of Marketing, Social Media is not going to Work! 01:37 Why during the pandemic, Malcolm captured all his knowledge into online courses. 05:58 Why success in business requires new knowledge and skills. 09:29 Cranfield prepare Students and Managers to acquire the knowledge needed to become marketing specialists. 13:50 If you don’t know the basics of marketing, social media is not going to work. 19:22 How Malcolm McDonald's books come from deep understanding of the real-world issues. 22:29 Critically, only 5% of organisation have got financially qualified value propositions. 28:10 Why sales are made by the way you relate to your customers and your market. 30:38 Why you must ensure you focus on the right part of the market. 34:05 Discover what Malcolm McDonald would take on a Desert Island? 36:14 End https://www.linkedin.com/in/professormalcolmmcdonald/ https://the-mmacademy.teachable.com/