Faculty profiles
Patrick Barwise
MA (Oxford) MSc PhD (London)
Emeritus Professor of Management and Marketing
- Subject area:
- Marketing
- Research activity:
- Centre for Marketing
- Personal site:
- Personal web page
Expertise
Most issues in marketing, especially brands, advertising, and customer focus. His book on customer focus, 'Simply Better', won the American Marketing Association's 2005 prize for the best recent book in marketing. Also an expert on broadcasting policy and media trends
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; Independent Review of the BBC's Digital Television Services (Department for Culture, Media and Sport, 2004); Marketing Expenditure Trends (www.london.edu/marketing/met, 2003).
Research interest
Customer-focused strategy and execution, customer insights, brands, marketing and media trends, broadcasting policy.
Other activities
Experienced expert witness for commercial/competition cases. Member, Hansard Society Commission on Parliament and the Public (2004-2005). Council member, Which? (Deputy Chairman, 1998-2000). Fellow: Sunningdale Institute, Marketing Society.
Formerly
Sales and marketing with IBM, the Austin-Hall Group and Graphic Systems International
