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Professor Merlin Stone

Professor Merlin Stone

Professor Merlin Stone is a leading expert on direct and relationship marketing, customer care, customer loyalty and customer information systems. He is IBM Professor of Marketing at Surrey European Management School (Sems), University of Surrey, and also teaches part-time at Brunel University. His research at the Sems Research Institute is sponsored by IBM, Equifax and the Royal Mail. He is also working closely with these business partners on relationship marketing projects with their clients. As well as teaching marketing and direct marketing to students at Sems, his role there is to develop more research and sponsorship.

His general research is published in a series of IBM-sponsored SEMS briefing papers series - Close to the Customer, published by Policy Publications Ltd. His financial services researches were published last year by FT-Pitman in a report, "Winning New Customers in Financial Services". He is the author of many articles and fourteen books on marketing and customer service, including How to Market Computers and IT, Database Marketing, Telemanage your Customers, Competitive Customer Care, Relationship Marketing and Direct Hit.

He is a director of Swallow Information Systems Ltd., suppliers of customer management software (e.g. complaints management). He is also a Director of QCi Ltd., specialists in customer management consulting. His consulting experience covers many sectors, including financial services, utilities, travel and transport, retailing, automotive, energy and IT. He coordinates the IBM/Surrey University sponsored Database User Group, a club of large customer database users, services suppliers and academics interested in this area.

He is a Founder Member of the Institute of Direct Marketing. He has a regular column in Direct Response. He is a co-editor of the Journal of Financial Services Marketing and on the editorial advisory boards of the Journal of Sales & Major Account Management, the Journal of Database Marketing and Marketing Direction, the new journal of the Institute of Direct Marketing.