Marketing IS NOT a Black Hole

Most marketers don't like to talk about finance. They prefer to discuss their safe zones of "creative", "purpose", "the consumer" and "the Brand". Most finance books are worse: they simply ignore marketing and brand building fundamentals, at their peril. So finally, a book to inspire and help Wall Street (finance) to speak better Main Street (marketing). And vice versa.

Who are the best marketers in the world? How would you know, as an investor? How good is my company at marketing relative to others? How would you know, as a CEO, or as a board member?
Discover Alpha M, the world’s first marketing excellence rating model, designed for finance, as well as for marketing practitioners. Think "Michelin or Moody's for Marketers". Reduce investor buyer’s remorse. Increase marketing excellence. Create Marketing Miracle$. Yes, with a dollar sign.
Alpha M is the new signal and playbook that turns marketing instantly from a black hole into a white hole. It is built 1) on the best academic marketing-finance interface research of the last 30+ years, 2) on decades of practitioner best practice, and 3) on new and unique insights into the real marketing information needs and wants of financial analysts. With use cases and exercises, so you can directly try out the free downloadable 1 page Alpha M Audit: a powerful checklist focused on the 8 marketing excellence fundamentals. Rate any company in seconds.
Provocative and practical, Marketing is not a Black Hole brings marketing and finance closer than any business book before.

“The Alpha M model is an important tool to increase investors' understanding of the true value of marketing excellence - an innovative approach that brings together marketing and finance."
- Stefan Jekel, Head of International Listings, New York Stock Exchange

“A must read if you want to enhance market capitalization through marketing excellence and brand investments. The secret is appropriating value for the firm through purposeful strategies that build Sustainable Pricing Power, and in turn drive margins and cash flows.”
– Rajendra Srivastava, Dean and Novartis Professor of Marketing Strategy and Innovation, Indian School of Business

“Since end 2019, Chris’s Alpha M playbook has become a key part of our journey to become a truly global brand-driven company.”
- Stefaan Merckx, CEO, Cartamundi (Winner of the Family Business Award of Excellence® 2020).