Professor Patrick Barwise

Professor Patrick Barwise

Brands, Advertising, Customer Focus, Media Trends, Broadcasting Policy

Patrick Barwise is Emeritus Professor of Management and Marketing at London Business School, chairman of Which?, the UK’s leading consumer organisation, and a visiting fellow at the Reuters Institute for the Study of Journalism, Oxford University. He joined the School in 1976, having spent his early career with IBM.

His expertise lye in Marketing, especially brands, advertising, and customer focus. He is also an expert on media trends and broadcasting policy. His research interests include: Customer-focused strategy and execution; customer insights; brands; marketing and media trends; broadcasting policy; and the relevance/irrelevance of academic research on management.

He has published widely on management, marketing and media. His book Simply Better, co-authored with Seán Meehan (IMD, Lausanne), won the American Marketing Association’s 2005 Berry-AMA Prize and has been translated into seven languages. Their second book, Beyond the Familiar, was published in 2011.

He also works as a consultant, applied researcher, and expert witness and has been involved in two successful start-up businesses, Research Now (online field research) and Verve (online brand communities).