Writing – articles

Shaw, R and Kotler P, Rethinking the Chain: making marketing leaner, faster and better, Market Leader, December 2009

Shaw, R.: Rise and Shine: a deep recession could prove to be the research industry’s finest hour, ESOMAR, Research World, Jul/Aug 2009

Shaw, R. and Kotler, P. Rethinking the Chain: make marketing leaner, faster and better. Marketing Management, Jul/Aug 2009

Shaw, R.  Opinion Piece: Return on Ideas, Journal of Database Marketing & Customer Strategy Management, July 2009 #16, pp179 – 183

Jo Roberts (interview with R Shaw), See the commercial light, Marketing Week 16 July 2009

Shaw, R.  Diminishing force of TV Financial Times, June 17 2009

Shaw, R.  Brands Versus Budgets: how to get more for less.  ESOMAR, Research World interview, No 10 June 2009

Shaw, R.  Marketing – the search for fiscal discipline, Research Talk 11 June 2009

Shaw, R: Finance and Marketing: Robert Shaw explains the recommendations of his CIMA-backed report on how management accountants can help marketers to add more value.  FM Magazine June 2009

Shaw, R: Marketing vs finance: The great debate  Finance Week, 5 May 2009

Shaw, R.  Recession fuelling marketing madness Financial Times, February 26 2009

Shaw, R. Mapping the journey from Idea to Demand, Brand Management, Jan-Feb 2009

Pharoah, C and Shaw, R.  Offering attractive options: What can current retail consumption tell us about donor spending in the recession?  CharityTimes, February 2009

Shaw, R.  Business leaders lack numerical skills , Financial Times, 31 December 2008

Shaw, R.  It would be folly to prop up the big three, Financial Times, 16 December 2008

Shaw, R.  The winners and losers in the recession, Financial Times, 4 December  2008

Shaw, R.  Are early discounts a bad idea? Financial Times, 4 December  2008

Shaw, R.  Sales groups have to avoid mistakes of hedge funds, Financial Times, 20 November 2008

Shaw, R.  Top execs keep their distance, Financial Times 11 November 2008

Shaw, R.  Return to Basics for Marketing, Financial Times, 27 October 2008

Shaw, R.  Did the punishment fit EasyJet’s crime?  Financial Times 27August 2008

Shaw, R.  Companies – shake up your marketing Financial Times 15 July  2008

Shaw, R.  Net Promoter – Opinion Piece, Journal of Database Marketing and Customer Strategy Management, June 2008, Vol 15 No. 3

Shaw, R.  Execs right to resist networking sites, Financial Times, 29 February 2008

Shaw, R.  Business partnering – cozy up to commercial colleagues, The Marketer January 2008

Shaw, R. & Goldsmith, S. How big should you be?  Critical Eye Issue 16 December 2007

Shaw, R.  Marketing must count, Supply Management, 4 Oct 2007

Shaw, R.  Get tougher with slippery, expensive marketing heads, Financial Times 24 September 2007

Shaw, R., Something’s “up” in marketing land, Sept 2007 Supply Management (CIPS Journal)

Shaw, R.  Forward looking Finance, Jul/Aug 2007, Financial Management (CIMA Journal)

Shaw, R. Managing to say No, 30 July 2007, Financial Times

Shaw, R. False expectations of the power of word-of-mouth, 9 July 2007, Financial Times

Shaw, R.  Revenue numeracy: Mastering mathematical relationships with your customers, Summer 2007 European Business Forum EBF Online

Shaw, R. and Mitchell, V. So you think you understand revenues, May 2007, Harvard Business Review

Shaw, R.  Value Based Marketing, May 2007, Financial Management (CIMA Journal)

Shaw, R. Promoting profitability, December 2006, CPO Agenda

Shaw, R., Squeezing More Value From Marketing Information, Cass Business School June 2004.

Shaw, R., Brand Optimisation, Cass Business School, March 2004.

Shaw, R., Controlling Marketing Budgets, Cranfield, November 2003.

Shaw, R., Customer Equity Management, Cranfield, September 2003.

Merrick, D & Shaw, R., Guidelines for Reviewing Marketing Spending Effectiveness, Cranfield, June 2003.

Shaw, R., Guide to Creating a Factbase for Marketing Spending Evaluation, June 2003

Finn, B. & Shaw, R., Guide to Good Forecasting & Predictive Modelling, Cranfield, June 2003.

Wilson, S. & Shaw, R., Strategic Budget Resource Allocation and Portfolio Management, Cranfield March 2003.

Shaw, R., Guide to Benchmarking for Marketing, Cranfield, March 2003.

Shaw, R. and Fisk, P. Unlocking the Value of Marketing: Survey published by the Marketing Forum, September 2002

Shaw, R., Controlling Marketing, ICAEW Management Quarterly, Part 16, July 2002.

Shaw, R. The financial reform of e-business, e-Risk Management Briefing, Vol 2 Issue 7 August 2002

Shaw, R., Controlling Marketing ,ICAEW Good Practice Guideline, September 2002.

Shaw, R., Controlling Marketing, ICAEW Management Quarterly, Part 16, July 2002.

Shaw, R. Are you managing your customers profitably or at a cost? London Accountant, April 2002

Shaw, R. How to make the right decisions and learn from your mistakes, Winning Business December 2001

Shaw, R. Ambler T & Doyle, P. Marketing Effectiveness, Chartered Institute of Marketing Best Practice Guide November 2001

Shaw, R., McDonald, M. & White, C. MVA Tools and Techniques: Interim Discussion Paper, Cranfield, March 2002. A comprehensive, 40-page analysis and explanation of the software tools useful for MVA processes.

Shaw, R. & White, C.Effective Customer Measurements, Measuring Business Excellence Vol 3 No 4, Dec 1999