Return on Ideas - Part 5

Part Five - Case Studies

Dr Robert Shaw, visiting professor at Cass Business School, and author of 'Return on Ideas'
Newly published report, Return on Ideas: Better results from finance and marketing working together, is the brainchild of the DMA, the Chartered Institute of Management Accountants and the Chartered Institute of Marketing. Report author Dr Robert Shaw, here discusses Return on Ideas and explains his innovative 'Infinity Model', a practical framework developed to enable marketers and accountants comprehend and communicate the actual contribution of marketing activities to the bottom line.