Tim Ambler

Last updated

Tim Ambler (born 1937) is a British organizational theorist, author and academic on the field of Marketing effectiveness. [1] Ambler featured on Marketing's list of the 100 most powerful figures in the industry. [2] He is cited by the Chartered Institute of Marketing as one of the top 50 marketing experts in the world [3]


Life and career

Ambler was educated at Oxford University (MA in mathematics) and the MIT Sloan School of Management (SM in marketing). Before becoming an academic, Ambler spent some 30 years in business, initially as an accountant, switching to marketing, and his knowledge of the two fields enabled him to develop new approaches to marketing effectiveness and accountability. [4]

As marketing director for International Distillers and Vintners (IDV) he was associated with the development of Bailey's Irish Cream, Le Piat d'Or, Smirnoff Vodka and Croft Sherry. [5] More recently he held overall international marketing responsibility for IDV and worked extensively in the US, Canada, Africa and emerging markets. [5]

He was senior fellow and then honorary senior research fellow in marketing at London Business School and has researched and written articles and books on Marketing effectiveness. [5]

Since 2005, he has been a senior fellow of the Adam Smith Institute, contributing research papers and over 200 blogs. [6]

Key ideas

His books include Marketing and the Bottom Line (Prentice Hall, 2nd Edition 2003), Doing Business in China (with Morgen Witzel and Chao Xi, Routledge, 3rd Edition 2009) and The Lucky Marketeer (Quiller Press, 2014).

The British Chambers of Commerce published Ambler's report on deregulation., [7] as well as co-authoring 10 annual reports on the cost of regulation to business and the weaknesses of government processes for new regulations.

The Adam Smith Institute published a series of Ambler's reports on Deregulation. [8] [9] [10] [11] [12]

The Centre for Social Justice published Analysis Paralysis: Assess safeguarding children by results (May 2015).

The Worshipful Society of Marketers published Ambler's reports proposing a framework for Annual report narrative reporting, as a way of involving shareholders in marketing. [13]

The Chartered Institute of Marketing published a report on Marketing Effectiveness to which Ambler was a principal adviser. [14]

The Marketing Science Institute of America published the finding of Ambler's extensive research study of the use of marketing metrics in the UK and Spain. [15] They subsequently published a study of Dashboards and Marketing. [16]

The Australian Marketing Institute published Ambler's guidelines for choosing marketing dashboard metrics. [17]

Ambler was editor and a contributor to the Special Issue on Marketing Metrics of the Journal of Marketing Management. [18]

On retirement, he took up music composition, primarily for voice and wind. London Festivals of Contemporary Church Music have featured 11 of his works [19] and his Mass has been performed at Westminster Cathedral, Downside Abbey and St John the Baptist Cathedral, Norwich

See also

Related Research Articles

Marketing management is the organizational discipline which focuses on the practical application of marketing orientation, techniques and methods inside enterprises and organizations and on the management of a firm's marketing resources and activities.

<span class="mw-page-title-main">Business performance management</span> Processes to bring output into alignment with goals

Business performance management (BPM), also known as corporate performance management (CPM) enterprise performance management (EPM), organizational performance management, or simply performance management are a set of management and analytic processes that ensure activities and outputs meet an organization's goals in an effective and efficient manner. Business performance management is contained within approaches to business process management.

Database marketing is a form of direct marketing that uses databases of customers or potential customers to generate personalized communications in order to promote a product or service for marketing purposes. The method of communication can be any addressable medium, as in direct marketing.

Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to send advertisements, request business, or solicit sales or donations. Email marketing strategies commonly seek to achieve one or more of three primary objectives, to building loyalty, trust, or brand awareness. The term usually refers to sending email messages with the purpose of enhancing a merchant's relationship with current or previous customers, encouraging customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately, and sharing third-party ads.

Cost per mille (CPM), also called cost per thousand (CPT), is a commonly-used measurement in advertising. It is the cost an advertiser pays for one thousand views or impressions of an advertisement. Radio, television, newspaper, magazine, out-of-home advertising, and online advertising can be purchased on the basis of exposing the ad to one thousand viewers or listeners. It is used in marketing as a benchmarking metric to calculate the relative cost of an advertising campaign or an ad message in a given medium.

<span class="mw-page-title-main">Dashboard (business)</span> Aggregate business progress report

In business computer information systems, a dashboard is a type of graphical user interface which often provides at-a-glance views of key performance indicators (KPIs) relevant to a particular objective or business process. In other usage, "dashboard" is another name for "progress report" or "report" and considered a form of data visualization. In providing this overview, business owners can save time and improve their decision making by utilizing dashboards.

Marketing effectiveness is the measure of how effective a given marketer's go to market strategy is toward meeting the goal of maximizing their spending to achieve positive results in both the short- and long-term. It is also related to marketing ROI and return on marketing investment (ROMI).

Internal control, as defined by accounting and auditing, is a process for assuring of an organization's objectives in operational effectiveness and efficiency, reliable financial reporting, and compliance with laws, regulations and policies. A broad concept, internal control involves everything that controls risks to an organization.

The following outline is provided as an overview of and topical guide to marketing:

Return on marketing investment (ROMI) is the contribution to profit attributable to marketing, divided by the marketing 'invested' or risked. ROMI is not like the other 'return-on-investment' (ROI) metrics because marketing is not the same kind of investment. Instead of money that is 'tied' up in plants and inventories, marketing funds are typically 'risked'. Marketing spending is typically expensed in the current period.

Customer engagement is an interaction between an external consumer/customer and an organization through various online or offline channels. According to Hollebeek, Srivastava and Chen S-D logic-Definition of customer engagement is "a customer’s motivationally driven, volitional investment of operant resources, and operand resources into brand interactions," which applies to online and offline engagement.

Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. Brand awareness is a key consideration in consumer behavior, advertising management, and brand management. The consumer's ability to recognize or recall a brand is central to purchasing decision-making. Purchasing cannot proceed unless a consumer is first aware of a product category and a brand within that category. Awareness does not necessarily mean that the consumer must be able to recall a specific brand name, but they must be able to recall enough distinguishing features for purchasing to proceed. Creating brand awareness is the main step in advertising a new product or bringing back the older brand in light.

Marketing accountability is a term that signifies management with data that is understandable to the management of the enterprise. "Accountable Marketing" is another name that can be given to this process.

Return on investment (ROI) or return on costs (ROC) is a ratio between net income and investment. A high ROI means the investment's gains compare favourably to its cost. As a performance measure, ROI is used to evaluate the efficiency of an investment or to compare the efficiencies of several different investments. In economic terms, it is one way of relating profits to capital invested.

<span class="mw-page-title-main">Brian David Smith</span>

Brian David Smith is a strategic management consultant, academic and author. His particular interests include the evolution of business models and competitive strategies in the life science sector, particularly pharmaceuticals and medical technology. His academic research on these topics informs both his consultancy and writing.

Employer brand is branding and marketing the entirety of the employment experience. It describes an employer's reputation as a place to work, and their employee value proposition, as opposed to the more general corporate brand reputation and value proposition to customers. The term was first used in the early 1990s, and has since become widely adopted by the global management community. Minchington describes employer brand as "the image of your organization as a 'great place to work' in the mind of current employees and key stakeholders in the external market. The art and science of employer branding is therefore concerned with the attraction, engagement and retention initiatives targeted at enhancing your company's employer brand."

The Journal of Marketing is a bimonthly scholarly journal that publishes peer-reviewed research in marketing. It is published by the American Marketing Association. Established in 1936, It is the fourth-oldest major journal covering marketing issues; others include the Harvard Business Review (1920), the Journal of Retailing (1925), and the Journal of Business (1928).

The Marketing Accountability Standards Board (MASB), authorized by the Marketing Accountability Foundation, is an independent, private sector, self-governing group of academics and practitioners that establishes marketing measurement and accountability standards intended for continuous improvement in financial performance, and for the guidance and education of users of performance and financial information.

Robert Shaw is a business author and consultant in the field of marketing, particularly Marketing performance measurement and management and Database marketing.

Rex Briggs is an author, award winning marketing ROI researcher. He began his career at Yankelovich Partners, where he was noted for his work in Generation X Minority marketing. While at Yankelovich, he is noted for developing a theory called “The Psychology of disenfranchisement.” Briggs was among the first to research the Internet.


  1. Roy A. Young, Allen M. Weiss, David W. Stewart (2006) Marketing Champions: Practical Strategies for Improving Marketing's Power. p. 98
  2. marketingmagazine. "Power 100 Marketers of 2007".
  3. hermawan. "Profile of Hermawan Kartajaya".
  4. Malcolm Warner (2002) International encyclopedia of business and management. p. 4306
  5. 1 2 3 Tim Ambler (1996) The financial times guide to marketing: from advertising to zen. Pitman Pub., 1 May 1996. p. v
  6. OxMIT (August 25, 2021). "Blog". Adam Smith Institute. Retrieved 2021-08-25.
  7. Deregulation or Déjà Vu? UK Deregulation Initiatives 1987/2006, The British Chambers of Commerce, January 2007)
  8. Road Map to Reform: Deregulation, (2005), The Adam Smith Institute
  9. Reforming the Regulators, The Adam Smith Institute
  10. The Financial Crisis: Is regulation cure or cause? (2008) The Adam Smith Institute
  11. Financial Regulation, (2009) The Adam Smith Institute
  12. Regulatory Myopia,(2009) The Adam Smith Institute
  13. "Archived copy" (PDF). Archived from the original (PDF) on 2011-09-30. Retrieved 2011-06-27.{{cite web}}: CS1 maint: archived copy as title (link)
  14. "Marketing library resources | CIM" (PDF).
  15. Marketing Metrics: A Review of Performance Measures in Use in the UK and Spain, Tim Ambler and Debra Riley, 2000 Marketing Science Institute
  16. Dashboards and Marketing: Why, What, How and What Research Is Needed? Koen Pauwels, Tim Ambler, Bruce Clark, Pat LaPointe, David Reibstein, Bernd Skiera, Berend Wierenga, and Thorsten Wiesel, 2008 Marketing Science Institute
  17. "Australian Marketing Institute - Choosing Marketing Dashboard Metrics". www.ami.org.au. Archived from the original on 2011-10-02.
  18. Special Issue on Marketing Metrics, Journal of Marketing Management, Vol 15, No 8, November 1999
  19. "Tim Ambler". LFCCM - The London Festival of Contemporary Church Music. Retrieved 2021-08-29.