Robert Shaw (business writer)

For other people named Robert Shaw, see Robert Shaw (disambiguation).

Robert Shaw (born 1950, Manchester UK) is a business author and consultant on the field of marketing, particularly Marketing performance measurement and management and Database marketing.[1][2]

Contents

Life and career

Shaw received his masters degree and PhD at Cambridge University, both in mathematical physics, and he also holds an MSc in Operations Research. He worked for Andersen Consulting leading consulting projects and developing new concepts on marketing data and metrics and then in 1989 founded VBMF, his own consulting firm. He has been consulted by many large companies - including BP, IBM, Manchester United, Nestle and Unilever and has a Brand Leadership Award from the World Brands Congress; CEO Magazine has named him “leading new-generation business guru”; the Management Consultants Association and the Chartered Institute of Marketing have both awarded him book of the year author.[3] He is currently Honorary Professor of Marketing Metrics at Cass Business School.[4]

Key Ideas

Two key ideas run through most of Shaw's writing.

1. Marketing automation: the idea that the marketing function should embrace IT to improve its efficiency and effectiveness.[5][6] Shaw has tracked the uses and abuses of IT in marketing for over 20 years and defined best practice in this field.[7]

  • 1988 - Database Marketing[8]
  • 1988 - Survey of Marketing Software Packages[9]
  • 1991 - Computer Aided Marketing and Selling[10]
  • 1994 - How to Transform Marketing Through IT[11]
  • 2009 - Rethinking the Chain - Make marketing leaner, faster and better[12]

2. Marketing performance measurement and management. Shaw identified the need for marketing to become more measurable and accountable and his researches continue to define best practice in this field.[13][14][15][16]

  • 1997 - Marketing Accountability[17]
  • 1998 - Improving Marketing Effectiveness[18][19]
  • 1999 - Measuring and valuing customer relationships[20]
  • 2002 - Getting better value from marketing investments[21]
  • 2002 - How to Control Marketing - ICAEW Guide[22]
  • 2005 - Marketing Payback - Is Your Marketing Profitable[23]
  • 2008 - Return on Ideas: Better Results from Finance and Marketing Working Together[24]

See also

References

  1. ^ Researchtalk.co.uk
  2. ^ Finance.si
  3. ^ GMNhome.com
  4. ^ Cass.city.ac.uk
  5. ^ WN.com
  6. ^ WN.com
  7. ^ Callcentres.com.au
  8. ^ Database Marketing, ISBN 0471623458
  9. ^ Survey of Marketing Software Packages, ISBN 1870853032
  10. ^ Computer Aided Marketing and Selling, ISBN 0750600705
  11. ^ How to Transform Marketing Through IT, ISBN 1898085080
  12. ^ Emorymi.com
  13. ^ WN.com
  14. ^ CMO.com
  15. ^ CIM.co.uk
  16. ^ Marketingweek.co.uk
  17. ^ Marketing Accountability, ISBN 1853348295
  18. ^ Improving Marketing Effectiveness - the methods and tools that work best, ISBN 1861970544
  19. ^ Book Review marketingnpv.com
  20. ^ Measuring and valuing customer relationships, ISBN 1898085331
  21. ^ Getting better value from marketing investments: how to integrate market models with financial forecasts, ISBN 0273659324
  22. ^ How to Control Marketing - ICAEW Guide, ISBN 1841521337
  23. ^ Marketing Payback - Is Your Marketing Profitable, ISBN 0273688847
  24. ^ Cimaglobal.com