WHITE PAPERS AND PUBLICATIONS

The VBMF research programme began with a series of publications reviewing the literature on marketing performance measurement, and the take up and use of new tools and techniques. More recent publications have focused on the practical issues of gaining internal buy-in for VBMF processes, how to achieve quick-wins, and how to pick and mix techniques to suit particular businesses and product/service areas.

2007

COMING SOON Shaw, R. How big should you be? Critical Eye

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. 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. and Mitchell, V-W., Revenue numeracy: Mastering mathematical relationships with your customers, European Business Forum Summer 2007

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

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

Simms, J.  Intangible Assets: The Right Balance? Financial Director Magazine, Jan

2006

NEW Shaw, R. Promoting profitability. Appearing in CPO Agenda Winter 2006  Click here to download

NEW Shaw, R. Marketing metrics and customer equity.  Appearing in the IDM Guide 2006.  Click here to download

Wood, D. Customer Feedback, Treasury and Risk

Shaw, R The marketing science space race.  Appearing in Marketing Magazine, Oct 2006 Click here to download

Shaw, R. Measuring and valuing creativity - draft report  Click here to download.

Robert Shaw is interviewed for the “metrics special issue” of the CIM Journal  Click here to download

Robert Shaw is interviewed for the “guru profile” in Manangement First magazine  Click here to download

Robert Shaw is interviewed in “Time to bury the hatchet” in Financial Director Magazine

2005

Shaw, R. & Merrick, D., Marketing Payback, FT Prentice Hall, April 2005.

Shaw, R. Is your marketing profitable? European Centre for Customer Strategies

2004

  • Shaw featured in The Future of Advertising - the Harder Hard Sell (Economist)
  • Shaw, R. Getting the Maximum Value from Customer Insight
  • Shaw, R and Merrick, D. Effective Brand Investment
  • Shaw, R., Brand Optimisation, Cass Business School, March 2004.
  • Shaw, R., Squeezing More Value From Marketing Information, June 2004.

    • 2003

  • Shaw, R., Guide to Benchmarking for Marketing, Cranfield,  March 2003.
  • Wilson, S. & Shaw, R., Strategic Budget Resource Allocation and Portfolio Management, Cranfield March 2003.
  • Finn, B. & Shaw, R., Guide to Good Forecasting & Predictive Modelling, Cranfield, June 2003.
  • Shaw, R., Guide to Creating a Factbase for Marketing Spending Evaluation, June 2003
  • Merrick, D & Shaw, R., Guidelines for Reviewing Marketing Spending Effectiveness, Cranfield, June 2003.
  • Shaw, R., Customer Equity Management, Cranfield, September 2003.
  • Shaw, R., Controlling Marketing Budgets, Cranfield, November 2003.

    • 2002

  • 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., Controlling Marketing ,ICAEW Management Quarterly, Part 16
  • Shaw, R., Controlling Marketing ,ICAEW Good Practice Guideline.
    Two papers explaining MVA concepts for a specifically financial and accounting audience
     
  • Shaw, R. and Roe, D. Marketing, Customer Management and Beyond Budgeting Beyond Budgeting Round Table
    DOWNLOAD
  • Shaw, R.CRM - Controlling Risk and Improving Profit Finance and Management
    DOWNLOAD
  • Shaw, R. and Fisk, P. How effectively does marketing drive business success? Survey Findings Extract from Marketing Forum 2002
    DOWNLOAD

    • 2001

  • Bell, S. UK Perspective: Is personalisation practical?  Destination CRM
  • Article: Exploring different approaches to profitability measurement.  Destination CRM
  • Shaw, R. & White, C. Attaching Financial Value to Marketing Plans, Cranfield, October 2000.
    An update on value-based management topics of relevance to the MVA model.
  • Shaw, R, Ambler, T and Doyle, P, Marketing Effectiveness Guidelinesr Chartered Institute of Marketing
    DOWNLOAD GUIDE (0.5Mb)
    Link to CIM Site

    • 2000

  • Shaw, R., McDonald, M. & White, C. Marketing Value Added Club Literature Review, Cranfield, October 2000.
    An 80-page review of the different topics of relevance to the MVA problem which provides the intellectual background to the 9-step MVA methodology.
  • Whalley, A.  CRM: The business fad of the millenium. 

    • 1999

  • Shaw, R. & White, C., ‘Improving Marketing Accountability through Better Management of the Market Research Process’, J. Marketing Management, Vol 15, No.8, pp857-880, 1999.
    The results of a wide-ranging interview programme with market research companies, as part of the Marketing Council’s Marketing Metrics project. Market research was found to be commissioned in a haphazard way, and poorly analysed and presented to senior management, further devaluing marketing strategies and planning.
  • Shaw, R, Measuring and Valuing Customer Relationships, Business Intelligence 1999
  • Cumings, N.  Making the most of your customers.  OR Society

    • 1998

  • FT Article: How does marketing measure up? 13 Sep 98 Financial Times
  • Shaw, R. Measurement and Accountability in Marketing: A State of the Art Review
    The results of a sample of 131 organisations on the types of tools in use in companies, which found that tracking tools were more highly regarded than diagnostic and analytical tools.
  • Shaw, R., Improving Marketing Effectiveness, Economist Books 1998.
    An in-depth strategic review of the need for new marketing tools and frameworks, highlighting the 20 most useful techniques.
    DOWNLOAD SUMMARY
    Read a review

    • 1997

  • Shaw, R. & Mazur, L., Marketing Accountability: Improving Business Performance, FT Management Reports
    A 260-page in-depth report on new tools and techniques being adopted to measure marketing performance, with case studies from Colgate-Palmolive, Rentokil, Durex, Hendersen Investors, Castrol, British Bakeries, ITT Sheraton, SmithKline Beecham, Andersen Consulting, Microsoft, Hewlett-Packard, Hyatt, Bass Brewers, JASharwood

    • 1986

    Shaw, R. Introduction to database marketing.  Montreux Symposium

     

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