Robert Shaw is one of the world’s top rated business authors

The writing of Robert Shaw has been described as “the relentless pursuit of insight that makes a difference and engages debate and creates dialogue”.  So it’s usually new, challenging and evidence based, and it sets people talking and thinking.

As a mathematical physicist turned businessman, to subjects that are often fuzzy he brings a scientific precision, something that has earned his writing praise and top book of the year awards.

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“This is a landmark book in providing marketing practitioners with the concepts and practical tools to professionalize their marketing decision making and to provide senior management with a financial accounting for their marketing results…Shaw shows the measurements that marketers must now use if they are to regain credibility in the boardroom. He is dead serious that they will becomes a dying species unless they can begin to measure the impact of their plans and expenditures on customer retention and profits”
Philip Kotler, Distinguished Professor of International Marketing, J L Kellogg Graduate School of Management.

“Finally, someone has put the financial aspects of marketing in the proper perspective in a useful and usable way in understandable language.”
Don E. Schultz, Ph D, Professor Emeritus-in-Service, Integrated Marketing Communications Department, Northwestern University

“Stretches traditional thinking about marketing management and measurement. Shaw’s framework for analysis …. will move marketing from tactics in the backroom to strategy in the boardroom”
David Norton, co-author of The Balanced Scorecard

“Shaw’s framework for improving marketing effectiveness with better marketing tools and metrics is well worth the attention of serious marketing practitioners and professionals”
Bradley T Gale, author of Managing Customer Value and co-author of The PIMS Principles

“The debate, regarding the effectiveness of marketing spend, has raged for some time. Here is the definitive reference book on the subject of marketing payback, it is not just a ‘must read’ for marketers, but also for Finance Directors and CEOs”.
Sir Roy Gardner, Chief Executive of Centrica plc and Chairman of Manchester United

“The evolving global market is characterised by new freedoms of cross border investment, pricing, supply, manufacture and access. It is generating an intense level of unbridled competition. The conundrum in this new world economy is that if governments are no longer fixing markets and regulating trade, who now sets the business agenda? The answer is obvious – the customer- It must be the essential logic of the new world competitive order, that customer choice, preference and demand are its driving forces. In “Improving Marketing Effectiveness”, Robert Shaw explains how customer power can be harnessed to fuel long-term, profitable growth. It is recommended reading for all managers who hold serious ambitions for the future of their companies.”
Lord Marshall of Knightsbridge, Chairman, British Airways

“Accountability and measurement of marketing success is crucial to any business. This book is a must have for all marketers who want to demonstrate the value of marketing activity and be taken seriously in the boardroom”.
Ray Perry, Director, Chartered Institute of Management Accountants

“Whether a hardened marketing professional, a novice or an executive interested in understanding how to monitor your marketing group’s performance, there is something in this book for everyone”
John Leftwich, Vice President Marketing, Microsoft Europe, Middle East and Africa

“Increasing shareholder value is a universal objective for organisations today. Making it happen through an effective marketing investment programme is the strategic direction for many. This book provides a pragmatic guide on how to make this into a profitable journey.”
Emerson Inacio, Finance Innovation and Learning Manager, Unilever

“The quest to demystify the marketing process and demonstrate tangible benefit is widely perceived to be a universal business problem. Robert Shaw’s latest book challenges the notion that finance and marketing are immiscible – rightly so! Good marketing creates good businesses – the imperative for marketers today is to prove the case by creating transparent and measurable results – this book clearly shows the way.”
David Galloway, General Manager Sales, BOC

“Robert Shaw brings his analytical mind, academic background and years of practical experience to present an overwhelming case for accountable marketing as a driver of commercial success in a complex, evolving, competitive market place.”
John Dixon ,Managing Director, Boehringer Ingelheim , Australia .

“There is a huge knowledge gap between finance and marketing in most organisations today. This illuminating book explains the black art of marketing and its financial consequences in a way that bridges this gap. It will enable managers to gain valuable insights from marketing results and thus help to direct their future marketing investments to maximise their payback. This book is essential reading for all marketing professionals and their finance colleagues.
Jeremy Hope, Director of the Beyond Budgeting Round Table and author of “Beyond Budgeting”

“Brands help companies have long-term, profitable relationships with their customers. Anything that helps companies understand how this happens so that they can do it better and more often is going to be useful. This book should be one of those tools.”
Alex Batchelor, Vice President Global Brand, Orange.

“a comprehensive and far-ranging piece of work…. It takes both a marketing and financial view and is a valuable contribution to an important topic”
Hugh Davidson, author of Offensive Marketing and Even More Offensive Marketing

“This book intelligently and provocatively outlines some key thoughts and ideas on appropriate measurement for the most central, and criticised, functions of marketing. Everyone should find something from which they can gain”
Ian Ryder, Vice President Brands, Hewlett Packard Worldwide.

“Shaw is realistic about marketing’s woes and limitations. But he is not pessimistic, and anyone who follows his guidance is bound to be better equipped and more effective.”
David Wethey, Managing Director, Agency Assessments

“clearly deserves to be found on any company’s bookcase. More importantly, it deserves to be referenced, read, discussed and used on a thoroughly regular basis.”
Willian J McEwen, Vice President, Brand Research Group, The Gallup Organization