Marketing Articles

Marketing Articles

Professor Robert Shaw – Return on Ideas sponsored by CIM CIMA and DMA

Robert Shaw is acknowledged as one of the world’s top business gurusAuthor of The Idea To Demand Chain, Return On Ideas, Marketing Payback, Improving Marketing Effectiveness, Measuring and Valuing Customer Relationships, Marketing Accountability and Database Marketing.Professor of Marketing Metrics at Cass Business School, nominated recently by CEO magazine as a “leading new-generation business guru”.Founder of business consultancy VBMF.Speaker at over 500 conferences and events from Tehran to Tallinn, Robert Shaw is an exciting and thought-provoking speaker on marketing, finance and IT, and is one of Europe’s best known management thinkers and writers, with over 25 years commercial experience.

More about Robert Shaw

Robert Shaw is an exciting and thought-provoking speaker on marketing, finance and IT, and is one of Europe’s best known management thinkers and writers, with over 25 years commercial experience working with Chief Executives and board members of the likes of BP, IBM, Manchester United and Universal Music.

More about Professor Robert Shaw

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Professional bodies unite to promote integrated approach to marketing and finance  

Three leading professional bodies – the Chartered Institute of Management Accountants, the Direct Marketing Association and the Chartered Institute of Marketing – have joined forces to issue an urgent call for better working practices between finance and marketing via the launch their joint report Return on Ideas: Better results from finance and marketing working together. The report showcases the ‘Infinity Model’, a groundbreaking new framework which adds value to organizations by demonstrating the impact of marketing on the bottom line.

Over 100 organizations were surveyed by Return on Ideas author Robert Shaw in order to find out what works and what doesn’t when it comes to marketers working with their finance business partners to create and demonstrate their financial worth. Professor Shaw also researched current measurement theories that are commonly used by accounting firms, consultants and marketing service firms. The essence of this candid research has led to the creation of the ‘Infinity Model’ – an innovative framework designed to help marketers create greater sustainable value with input from their colleagues in finance.

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Sales and Marketing Conflict

Fellow of the Chartered Institute of Marketing (CIM), SE Region Board Deputy Chair, Wessex Team Member. Fellow of the Institute of Direct Marketing (IDM). A plc level Marketing Director and Chartered marketer. Marketing Director of Neopost plc (part of Alcatel worldwide group). Marketing Manager at Pitney Bowes plc the U.S. giant and European marketing manager. Chairman at the Federation of Electronic Equipment (FEI). Assistant Marketing Director at Lloyds Abbey Life before setting up a consultancy Outsource In Ltd in 1997. Peter also help set up and fund KioskPoint Ltd (he was MD).

1. Why it occurs

2. How to solve it

3. Actions to take first

4. What I would do in my first 100 days if I were you…

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email Peter Eales at ku.oc.snoitulosionull@retep or call 01202 706 975

Data Protection privacy statement and essential websites

Lesley is on the CIM Speaker Faculty, and works with clients such as: Haymarket Media, The Prince’s Trust, Wateraid, Consumers’ Association and the Royal College of Nursing. Lesley also runs DP courses for the National Council of Voluntary Organisations(NCVO). Lesley has hosted many courses for both the Direct Marketing Association, Institute of Direct Marketing and British Standards Institution (BSI). She is currently Course Director of the DMA’s Data Protection Compliance Award.

Data Protection Policy 5 stages

1. Understanding the meaning of privacy to customers and prospects

2. Relating the legislation to your own business

3. Undertaking a data audit

4. Working through policy options

5. Producing an effective Privacy Statement:

Download the Privacy Statement essentials

Relationship Marketing

Brian Cariss Chartered Marketer BSc, MBA, ACMA, C Sci, C Mkt MCIM, C Math MIMA, MCMI, PGCL. Probably our most widely qualified contributor, Brian is extraordinarily experienced and well equipped to write on marketing matters (and other areas). Financial, marketing, accounting and general business management training have been put into good use in a variety of companies including IBM, Pirelli and Hawker Siddeley. Then in sharing helping students: Brian is also an experienced senior lecturer including most recently at Portsmouth Business School.

Relationship Marketing

1. Relationship Marketing assumes Total Organisation marketing, and so that is a necessary start point

2. Many managers still think that ‘doing things right’ (implementation) is as important, or even more important, than doing the right things (strategy), Kotler reminded us

3. Marketing alone does not make a business enterprise… It is not necessary for a business to grow bigger; but it is necessary that it constantly grow better

Brian gives pragmatic advice but equally demonstrates the highest level of insight and “wisdom”, with references in his compelling article to many marketing gurus and thinkers: Kotler, Drucker, Moorman, Palmer, Shultz….the list goes on and on….

At a time when the issues of sustainability and the very definitions of marketing are being questioned, read this thought provoking piece from Brian Cariss:

The Wisdom of Relationship Marketing by Brian Cariss

Contact Brian at moc.liamtohnull@ssiracbb or call 0239 225 8498

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