Books by Roger Parry

This site provides details of books written by Roger Parry.  Biographical details are here


 Beyond Digital: The Marketing Renaissance

Digital technology is now embedded in all aspects of advertising and public relations. The social, political and commercial pressures on tech. giants to reform are ushering in a new era of marketing communications which rediscovers the value of traditional ideas in a digital world.

Since the 1990s, waves of digital technology have transformed the business of marketing communication.  There has been an irreversible shift from a product-centric to a consumer-centric approach.  Digital channels have given consumers far more content, choice, power and information. They also provide vast amounts of data and insight.  Marketing communication has moved from being a broadcast to a dialogue.
But after the initial enthusiasm there has been a much more critical appraisal of the digital communications revolution. As the technology has advanced the traditional analytical tools like the Marketing Mix and the Marketing Funnel have been called outmoded.  This book suggests that, with refinement and updating, these ideas are as relevant and useful as ever.

Before the internet, smartphones and social media was the Classical era of marketing communication. Then, during two decades of digital transition, we have been dazzled and intrigued by the novelty and wonders of new technologies – at times losing sight of the fundamentals of branding and marketing. It is now accepted that digital media have some serious problems: accuracy of audience measurement, lack of media buying transparency, brand safety (proximity with undesirable content) and data privacy.

This book reflects the reality that “digital” marketing, as a stand-alone idea, is now passé.   Digital is ubiquitous.  It is fully embedded in all aspects of communication. The growing criticism of the technology giants and the social, political and commercial pressure on them to clean up their act is ushering in a Neoclassical era when issues such as taking responsibility like traditional publishers and providing third party verification of audiences will get resolved. It is time to rediscover and rewrite the classic marketing communications frameworks, not to abandon them.

 Published April 2018   Buy from Amazon

 Delivering the Neural Nudge
The rapid and accelerating use of the mobile internet, delivered on smartphones and tablets, is allowing the insights coming from behavioural economics and neuroscience to be applied in ways that are driving radical change in the techniques of marketing communications. For many decades manufacturers, retailers and governments have purchased time and space from media owners to get across their messages in the form of paid advertising. But now we have a better understanding how people make decisions and how marketing communication affects our brains and actions. This leads to more sophisticated and targeted campaigns being created with more use of earned and owned media. Through the technology of mobile internet we can deliver these messages with greater precision, at lower cost and at the most effective time and place. Marketing professionals have long been aware of the “trigger point” in the customer journey which is the moment people move from having a preference for a product or service to actually buying it. Neuroscience and behavioural economics have allowed us to understand how these trigger points work much better. The mobile internet offers a very powerful means of unlocking this knowledge of decision making and delivering a “neural nudge” – a call to action – at exactly the right moment. The final moment of decision to select brand A or B or to have or decline that extra drink or donut is finely poised. We now understand much more about what drives our choices and how to use the mobile internet influence decisions. This book is about how marketing communication is changing in the face of new ideas and new technologies.

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 Published May 2013    Buy from Amazon

 The Ascent of Media
Our society is shaped by our media which play a crucial role in culture, commerce and politics alike. The Ascent of Media looks at the new digital era in the context of all that has gone before and builds on the past to describe the media landscape of the future. It traces 3000 years of development showing how today’s media has been fashioned by the interaction of politics, economics and technology.  The book takes us on a journey from the earliest written story, the Legend of Gilgamesh to the Gutenberg press via the theatres of Athens to satellite TV and the coming semantic web. And explains why Britain has the public service BBC whilst America developed the private broadcasting networks ABC, CBS, FOX and NBC. It profiles the people and organizations that have created the media world.


The book shows that issues of today such as piracy, monopoly, walled-gardens, and balancing advertising and subscription revenue have all happened before. Each upheaval in the media world – the development of moveable type printing in the 1450s; the telegraph network in the 1850s; radio broadcasting in the 1920s and digital distribution in the 2000s – created huge fortunes, challenged authority and raised fundamental issues of copyright, privacy and censorship.


The convergence of the internet, mobile phones and tablet computers is now transforming the media industry. Established giants have struggled, while new firms like Google and Apple have thrived.  The volume of media available is almost unlimited – with increasing amounts being made by consumers themselves. Media professionals are becoming curators as much as creators of content. The Ascent of Media traces the story from clay tablets to tabloids to the tablet computer. It relates how we got where we are and, based on the experience of history, where we are likely to go next.

Published September 2011 by Hachette  Buy from Amazon
Reviews of Ascent of Media:

The book provides first hand observations and an insider's framework for thinking about business and the necessary management actions for success.  Enterprise is a comprehensive and very readable manifesto of how to make businesses more valuable. It lays out a manifesto for a new style of CEO leadership.


Published by Profile.     Buy from Amazon



Contents of Enterprise



  • What is a business?
  • What is a CEO?


  • Defining the business: Vision
  • Setting Clear Goals: Strategy
  • Ensuring Accountability: Structure
  • Finding Talent: People
  • Delegating Authority: Tactics
  • Operating effectively: Cash
  • Moving Forward: Change
  • Picking Winners: Investment
  • Managing Transactions: Deals
  • Telling the story: Communications


Critical Acclaim for Enterprise:

As some infamous business names have crashed it is important to be reminded that enterprise still matters and leadership counts. Roger Parry takes us back to basics, but with contemporary insights and the practicalities that come from real experience.’

Michael Earl, Dean of Templeton College, Oxford .


'The great strength of Roger Parry's contribution is that it is a rigorous attempt to describe the conflicting and ever-changing requirements that face a chief executive. Parry is himself a CEO, and heads Clear Channel International. Building on his own experience, he provides a logical and comprehensive checklist of the huge range of issues that a CEO must address.   Parry covers the field well. I would recommend this book to CEOs - and to business journalists, so that they can appreciate the challenges faced by the bosses they write about.'

Sir Paul Judge  (read full review)


With lucidity, common sense and deep knowledge Roger Parry charts a ten-fold course that every leader and would-be leader can and should follow.’

Robert Heller, best-selling business writer and author of The Fusion Manager.


Enterprise will be a must-have guide to being a better CEO, whatever kind of business you run.’

Robert Worcester, Chairman MORI.


Enterprise brings the personal experience of a great corporate leader.’

 Sarah Hogg, Chair 3i .

Making Cities Work
More than 2,000 million people now live in cities: a third of the world’s population. In 50 years’ time, it is estimated that this will rise to 5,000 million. Whilst cities can inspire social, technological and artistic innovations, they can equally foster depressing collections of poverty, disease and crime. Every effort must be made to improve the quality of city life for the many to whom it is a chore. This book demonstrates ways this can be done.
Co authored with Professor George Hazel

Published in 2004 by Wiley-Academy.  Copies can be bought online at

People Businesses
 One person in ten works in a professional service firm - or 'people business' as they are often called. Accountants, advertising agencies, architects, designers, headhunters, lawyers, management consultants, market researchers, PR consultants - together these and many other service firms like them employ huge numbers of professionals: people who, though highly competent in their chosen fields, often lack the skilled and specialist management to help them give of their best.   For the first time, here are proven and practical guidelines for managers in this sector - managers who realize that highly professional can also mean highly profitable.

Published in 1991 by Random House Business Books. Copies can be bought

Contents of People Businesses:
  • Service Firm Concepts - what is a professional service firm?
  • Levers of profitability - what can you do to maximise profits?
  • Putting people first - how to get the best from the firm's key asset - its people.
  • Running the business - how to improve client service and operating efficiency.
  • Building the business - how to grow the firm and stay profitable.
  • Strategy - where to take the firm, and how to operate it, in the future.