This masterclass is very much about marketing in the boardroom. As marketers we must serve two distinct groups: firstly, customers who want the most value for the lowest outlay and, secondly, shareholders who want the greatest return for the lowest investment and risk. Neither of these groups will remain loyal if they can achieve better value elsewhere.This research-based masterclass, delivered by one of the world’s leading marketing thinkers provides a way of measuring the risk associated with a marketing strategy and the likely value it will create for shareholders.