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Patrick Barwise

Emeritus Professor of Management and Marketing


MA (Oxford), MSc and PhD (London)

Professor Patrick Barwise is an expert on marketing and media – specialising in brands; advertising; customer focus; media trends; and broadcasting policy. His research interests include customer-focused strategy and execution; using customer insights to improve business performance;  and marketing leadership.

Outside of London Business School, Professor Barwise is Chairman of Which?, the UK’s leading consumer organisation; a Visiting Senior Fellow, at the London School of Economics; an experienced conference speaker, consultant and expert witness; and an advisory board member of two successful start-ups: Research Now (online fieldwork) and Verve (online brand communities).

Prior to his appointment to London Business School, he was involved in sales and marketing with IBM, the Austin-Hall Group and Graphic Systems International.

No common truth: Neuroscience-based methods in advertising research

Varan D; Lang A; Barwise P; Weber R; Bellman S

Journal of Advertising Research

The economics of television: Excludability, rivalry, and imperfect competition

Barwise P; Picard RG

in Robert G Picard and Steven S Wildman, eds, Handbook on the Economics of the Media,Edward Elgar

2014

What BBC will our children inherit?

Barwise P; Picard RG

Market Leader

Customer insights that matter

Barwise T P

Journal of Advertising Research

Exploiting customer dissatisfaction

Barwise T P; Meehan S

Marketing Research

2010

Is your company as customer-focused as you think?

Barwise T P; Meehan S

MIT Sloan Management Review

2009

Differentiation that matters

Barwise T P; Meehan S

Market Leader

2008

PVRs and advertising exposure: a video ethnographic study

Barwise T P; Pearson S

Qualitative Market Research

So you think you're a good listener

Barwise T P; Meehan S

Harvard Business Review

Drucker challenge

Barwise T P

Market Leader

In-the-box innovation

Barwise T P; Meehan S

Business Strategy Review

Thinking smarter inside-the-box

Barwise T P; Meehan S

Market Leader

2005

Developing a customer-focused mindset

Barwise T P; Meehan S

Journal of Direct, Data and Digital Marketing Practice

Fast-forward puts TV advertising to the test

Barwise T P; Pearson S

Financial Times

How European marketing management measures up to take on the future

Barwise T P; Farley J

Organizational Dynamics

Simply better

Barwise P; Meehan S

Marketing Research

Simply better is simply better

Barwise T P; Meehan S

Marketing Research

State of interactive marketing in seven countries: interactive marketing comes of age

Barwise T P; Farley J

Journal of Interactive Marketing

2004

6 rules to become simply better

Barwise T P; Meehan S

Business Strategy Review

Benefits of getting the basics right

Barwise T P; Meehan S

Don't be unique, be better

Barwise T P; Meehan S

MIT Sloan Management Review

Making differentiation make a difference

Barwise T P; Meehan S

Strategy and Business

Marketing metrics: status of six metrics in five countries

Barwise T P; Farley J

European Management Journal

Mobile advertising: a research agenda

Barwise T P; Rodriguez Perlado V

Simply better: delivering what matters most

Barwise T P; Meehan S

Market Leader

Thinking inside the box

Barwise T P; Meehan S

Preface

Barwise T P

Hawks versus fluffies

Barwise T P

How much do CEOs and top managers matter in strategic decision-making?

Barwise T P; Papadakis V

British Journal of Management

Marketing and the internet

Barwise T P; Elberse A; Hammond K

Marketing and the internet

Barwise T P; Hammond K A; Elberse A

Marketing expenditure trends

Barwise T P; Styler A

Permission-based mobile advertising

Barwise T P; Strong C

Journal of Interactive Marketing

UK consumer responses to iDTV report

Barwise T P; Brodin K; Canhoto A

What's the rush?

Barwise T P

Window of opportunity

Barwise T P

Work-shop balance

Barwise T P; Harvey F

2001

Digital marketing communication

Barwise T P; Deighton J

Economics of the media

Barwise T P; Gordon D

Market metrics: what should we tell the shareholders?

Higson C J; Ambler T; Barwise T P

Market Leader

Market metrics: what should we tell the shareholders?

Ambler T; Barwise T P; Higson C J

Revisiting B2C wireless

Barwise T P;Advani R;Choudhury K

Spend and prosper

Barwise T P

TV, PC, or mobile? Future media for consumer e-commerce

Barwise T P

Business Strategy Review

2000

Books: Internet marketing

Barwise T P

Business Strategy Review

Digital promises an armchair revolution

Barwise T P

Financial Times

Ties that bind: Brands, consumers and businesses

Barwise T P; Dunham A; Ritson M

Advertising in a recession

Barwise T P ed.

Digital media: cutting through the hype

Barwise T P; Deighton J

Do you value customer value?

Barwise T P; Meehan S

Media

Barwise T P; Hammond K A

Return of the servant

Barwise T P

Optimus

Three-legged issue

Barwise T P

1998

Comment: digital exploitation

Barwise T P

Director

New interactive media: experts' perceptions of opportunities and threats to existing business

Sahay A; Gould J; Barwise T P

European Journal of Marketing

Predictions: Media

Barwise T P; Hammond K

Trouble with brand valuation

Barwise T P; Ambler T

Journal of Brand Management

1997

Brands in a digital world (editorial)

Barwise T P

Journal of Brand Management

Strategic decisions

Papadakis V; Barwise T P; eds.

Strategic decisions: an introduction

Papadakis V; Barwise T P

Variability of attitudinal repeat-rates

Ehrenberg A S C; Barwise T P; et al.

International Journal of Research in Marketing

1996

Don't let a virus spoil the party (commentary)

Barwise T P

Harvard Business Review

OB or not OB?

Barwise T P

Business Strategy Review

Winning the war

Barwise T P; Meehan S

Marketing Business

1995

Good empirical generalizations

Barwise T P

Marketing Science

Marketing today and tomorrow

Barwise T P

Business Strategy Review

Overview: marketing

Barwise T P

Total quality management in leading fast-moving consumer goods companies

Westbrook R K,Barwise T P

Total Quality Management

Individual attitude variations over time

Barwise T P et al

Journal of Marketing Management

1993

Brand equity: Snark or Boojum?

Barwise T P

International Journal of Research in Marketing

Introduction to the special issue on brand equity

Barwise T P

International Journal of Research in Marketing

Special issue on brand equity

Barwise T P,ed.

International Journal of Research in Marketing

1992

Brand portfolios

Barwise T P,Robertson T S

European Management Journal

1991

Television and its audience

Barwise T P;Ehrenberg A S C

1990

Accounting information and the capital market

Marsh P R; Barwise T P; Higson C J; Likierman J A

Brands as separable assets

Barwise T P,Higson C J,Likierman J A,Marsh P R

Business Strategy Review

Double jeopardy revisited

Barwise T P,Ehrenberg A S C,Goodhardt G J

Journal of Marketing

Human resources policies at London Business School

Barwise T P

British Academy of Management Newsletter

1989

Accounting for brands

Barwise T P; Higson C J; Likierman J A; Marsh P R

Intelligent elephants and part-time researchers

Barwise T P; Marsh P R et al.

Graduate Management Research

Must finance and strategy clash?

Barwise T P; Marsh P R; Wensley J R C

Harvard Business Review

Television explosion: does many mean more?

Barwise T P

IPPA Bulletin

Research Interests


  • Customer-focused strategy and execution
  • Using customer and consumer insights to improve business performance
  • Brands
  • Marketing and media trends
  • Broadcasting policy
  • Organisational transformation.