Researcher - Executive Programme, Leading Edge Forum; Senior Lecturer, Strategic Marketing, Cranfield University and Director, The Forge Marketing
Leading Edge Forum
Dr Stan Maklan is an experienced academic, marketer and management consultant with senior, international line management experience in blue chip consumer and business marketing companies.
Stan spent the first 10 years of his career in marketing with Unilever Canada, UK and Sweden, where he was Marketing Director of its Toiletries business. He spent the following 10 years as a management consultant focused on customer relationship management and online marketing with global leaders in information technology such as Computer Sciences Corporation (CSC) and Sapient. Stan established CSC UK’s Customer Relationship Management practice and then moved to a role within its European Consulting and global management research unit (Research Services). Whilst in that latter role, Stan started to work with Cranfield’s Centre for Advanced Research in Marketing on brand, customer relationship and corporate social responsibility research and completed a PhD. His PhD research explored how firms change their marketing competencies when developing online consumer relationships.
Stan was appointed as a Senior Lecturer in Strategic Marketing at Cranfield School of Management in 2006, where he has a strong role in developing the Faculty’s position and research in CRM, customer experience and brand management. He also has wide experience with Cranfield’s Customized Executive Development programme working with leading companies across most industries including telecommunications, computing, consumer products, defence, automotive, electricity, water and professional services. Stan has co-authored a best-selling management book entitled Competing on Value, about corporate brand development and a case-history based book about customer relationship management.
Stan was awarded honours for academic excellence when he obtained a Masters of Business Administration from the University of Western Ontario – Ivey School of Management (Canada), and has a Bachelor of Science (Economics) from the Université de Montréal. He is a French and Swedish speaker.