Faculty profiles

Picture of Patrick Barwise

Patrick Barwise

MA (Oxford) MSc PhD (London)
Emeritus Professor of Management and Marketing

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Marketing, especially brands, advertising, and customer focus. Also an expert on media trends and broadcasting policy. Chairman of Which?, the UK’s leading consumer organization


‘Simply Better: Winning and Keeping Customers by Delivering What Matters Most’ (with S Meehan), Harvard Business School Press, (2004); Winner of the American Marketing Association’s 2005 Berry-AMA Book Prize. Beyond the Familiar: Long-Term Growth through Customer Focus and Innovation (with S Meehan), Jossey-Bass, (2011).

Research interest

Customer-focused strategy and execution; using customer/consumer insights to improve business performance; brands; marketing and media trends; broadcasting policy; organizational transformation.

Other activities

Chairman of Which?, the UK’s leading consumer organization; Visiting Fellow, Reuters Institute for the Study of journalism, Oxford University; experienced conference speaker, consultant and expert witness; advisory board member of two successful start-ups: Research Now (online fieldwork) and Verve (online brand communities).


Sales and marketing with IBM, the Austin-Hall Group and Graphic Systems International.

Contact Details

Email: pbarwise@london.edu

tel: +44 (0)20 7000 8615
fax: +44 (0)20 7000 7001

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