Faculty profiles
Patrick Barwise
MA (Oxford) MSc PhD (London)
Emeritus Professor of Management and Marketing
- Subject area:
- Marketing
- Personal site:
- Personal web page
Expertise
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
Publications
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; customer insights; brands; marketing and media trends; broadcasting policy; the relevance/irrelevance of academic research on management.
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).
Formerly
Sales and marketing with IBM, the Austin-Hall Group and Graphic Systems International.