Prof. Robert Shaw, Marketing consultant, IT expert, Finance Speaker, Business Speaker, 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. He has worked with the Chief Executives of IBM and Manchester United and his presentations have pleased audiences from Tehran to Tallinn.

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Prof Robert Shaw

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Background

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. He has worked with the Chief Executives of IBM and Manchester United and his presentations have pleased audiences from Tehran to Tallinn.
He is a keen observer of the delights of company politics and backstabbing, has seen managers fiddling the numbers and entrepreneurs who pressured others to exaggerate on their behalf. So he brings his presentations alive with fascinating anecdotes and a realistic perspective on today’s business environment.
One of the most astute and wide-ranging business gurus of recent years, Robert Shaw is the founder of the Value Based Marketing Forum, a think-tank that provides insights into the revenue side of business. He has also held a variety of honorary academic positions, including his current roles as visiting Professor at Cranfield School of Management and Cass Business School, City of London.
Originally a nuclear physicist, Robert brings topics alive through a mix of research, theory and practical examples of the good, the bad and the ugly – all packaged with humour, anecdotes and frequent short exercises that challenge norms and assumptions. He is master of the “killer question” – questions that shake people out of their complacency and force them to look at issues from new perspectives.

Areas of Expertise

Robert has personally advised senior executives and boards of many major companies, including IBM, Barclays, BP, Unilever and Manchester United. His work at IBM for Sam Palmisano in 1995 and 1996 influenced Lou Gerstner’s decision to focus IBM on services, and helped establish Sam as the future leader of IBM. He is not only an advisor but still actively leads consulting projects to unlock the value of marketing.
When he is not consulting, he researches, writes and speaks about marketing accountability and payback. His most recent books and reports are Marketing Accountability (1997, FT Reports), Improving Marketing Effectiveness (1999, Economist Books), Measuring and Valuing Customer Relationships (2000, Business Intelligence), and Marketing Payback (2004, FT Prentice Hall).

Robert founded the Value Based Marketing Forum in 1998, with the aim shaping business policy and practice. The focus of the think-tank is on marketing accountability and payback. Funding comes from about 20 large organisations. The aim of the think-tank is to develop tools and methods for members, and debate ideas freely about marketing accountability and payback.

It represents users of marketing services and is independent of the marketing service providers. Its advice has been sought by professional bodies (the Chartered Institute of Marketing, the Institute of Chartered Accountants of England and Wales and the Chartered Institute of Management Accountants).
Books and Publications
Marketing Payback – Is Marketing Profitable? 2004 FT Prentice Hall
Controlling Marketing – Best-Practice Guide, the Institute of Chartered Accountants of England and Wales 2002
Measuring and Valuing Customer Relationships 2000 Business Intelligence
Improving Marketing Effectiveness 1997 Economist Books
Marketing Accountability 1996 FT Reports
Computer Aided Marketing and Selling, 1992 Butterworth Heinemann
Database Marketing, 1987, Gower

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