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Valuing marketing's contribution

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2008Determining the indirect value of a customer

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2007Optimising marketing spend: return maximisation and risk minimisation in the marketing portfolio37 cited

2007Creating and capturing value in KAM relationships32 cited

2004Stratégies de marque et richesse des actionnaires: une approche financière du capital-marque31 cited

2002Options theory and options thinking in valuing returns on brand investments and brand extensions29 cited

2001Latest thinking on attaching a financial value to marketing strategy: Through brands to valuing relationships24 cited

2008Reaching the Board: Factors Facilitating the Progression of Marketing Executives to Senior Positions in British Companies19 cited

2003Creating profitable customers through the magic of data mining18 cited

2009The Customer Is King. Enthroned or In Exile? An Analysis of the Level of Customer Focus in Leading Management Accounting Textbooks15 cited

2020Revisiting incremental product innovations in the food-manufacturing industry: an empirical study on the effect of intellectual property rights13 cited

2020Uncertainty representation and risk management for direct segmented marketing9 cited

2010Marketing's Great Identity Crisis: A Revised Definition and an Urgent Research Agenda9 cited

2012Denial at the top table: status attributions and implications for marketing8 cited