Writing and Researching
Robert is a prolific writer of articles and white papers, and has also published a dozen books. As an external honorary Professor at Cass Business School, he is constantly researching and keeping up to date with the latest thinking in his field of expertise.
As a nuclear scientist turned businessman, he brings a scientific precision to subjects that are often fuzzy, something that has earned his writing praise and top book of the year awards. His writing 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.
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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.
“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
“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
“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
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Articles in Magazines and Journals
Interview with Professor Robert Shaw, Chartered Institute of Marketing CPD Update July 2010
Rethinking the Chain: making marketing leaner, faster and better, Market Leader, January 2010
Rise and Shine: a deep recession could prove to be the research industry’s finest hour, ESOMAR, Research World, Jul/Aug 2009
Rethinking the Chain: make marketing leaner, faster and better. Marketing Management, Jul/Aug 2009
Return on Ideas, Journal of Database Marketing & Customer Strategy Management, July 2009 #16, pp179 – 183
See the commercial light, Marketing Week 16 July 2009
Diminishing force of TV Financial Times, June 17 2009
Brands Versus Budgets: how to get more for less. ESOMAR, Research World interview, No 10 June 2009
Marketing – the search for fiscal discipline, Research Talk 11 June 2009
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
Marketing vs finance: The great debate Finance Week, 5 May 2009
Return on Ideas: Best practice paper jointly published by CIM, CIMA, DMA, April 2009
Recession fuelling marketing madness Financial Times, February 26 2009
Mapping the journey from Idea to Demand, Brand Management, Jan-Feb 2009
Offering attractive options: What can current retail consumption tell us about donor spending in the recession? CharityTimes, February 2009
Business leaders lack numerical skills , Financial Times, 31 December 2008
It would be folly to prop up the big three, Financial Times, 16 December 2008
The winners and losers in the recession, Financial Times, 4 December 2008
Are early discounts a bad idea? Financial Times, 4 December 2008
Sales groups have to avoid mistakes of hedge funds, Financial Times, 20 November 2008
Top execs keep their distance, Financial Times 11 November 2008
Return to Basics for Marketing, Financial Times, 27 October 2008
Did the punishment fit EasyJet’s crime? Financial Times 27August 2008
Companies – shake up your marketing Financial Times 15 July 2008
Net Promoter – Opinion Piece, Journal of Database Marketing and Customer Strategy Management, June 2008, Vol 15 No. 3
Execs right to resist networking sites, Financial Times, 29 February 2008
Business partnering – cozy up to commercial colleagues, The Marketer January 2008
How big should you be? Critical Eye Issue 16 December 2007
Marketing must count, Supply Management, 4 Oct 2007
Get tougher with slippery, expensive marketing heads, Financial Times 24 September 2007
Something’s “up” in marketing land, Sept 2007 Supply Management (CIPS Journal)
Forward looking Finance, Jul/Aug 2007, Financial Management (CIMA Journal)
Managing to say No, 30 July 2007, Financial Times
False expectations of the power of word-of-mouth, 9 July 2007, Financial Times
Revenue numeracy: Mastering mathematical relationships with your customers, Summer 2007 European Business Forum EBF Online
So you think you understand revenues, May 2007, Harvard Business Review
Value Based Marketing, May 2007, Financial Management (CIMA Journal)
Promoting profitability, December 2006, CPO Agenda
Squeezing More Value From Marketing Information, Cass Business School June 2004.
Brand Optimisation, Cass Business School, March 2004.
Controlling Marketing Budgets, Cranfield, November 2003.
Customer Equity Management, Cranfield, September 2003.
Guidelines for Reviewing Marketing Spending Effectiveness, Cranfield, June 2003.
Guide to Creating a Factbase for Marketing Spending Evaluation, June 2003
Guide to Good Forecasting & Predictive Modelling, Cranfield, June 2003.
Strategic Budget Resource Allocation and Portfolio Management, Cranfield March 2003.
Guide to Benchmarking for Marketing, Cranfield, March 2003.
Unlocking the Value of Marketing: Survey published by the Marketing Forum, September 2002
Controlling Marketing, ICAEW Management Quarterly, Part 16, July 2002.
The financial reform of e-business, e-Risk Management Briefing, Vol 2 Issue 7 August 2002
Controlling Marketing ,ICAEW Good Practice Guideline, September 2002.
Controlling Marketing, ICAEW Management Quarterly, Part 16, July 2002.
Are you managing your customers profitably or at a cost? London Accountant, April 2002
How to make the right decisions and learn from your mistakes, Winning Business December 2001
Marketing Effectiveness, Chartered Institute of Marketing Best Practice Guide November 2001
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.
Effective Customer Measurements, Measuring Business Excellence Vol 3 No 4, Dec 1999