Patrick Barwise
Emeritus Professor of Management and Marketing
MA (Oxford) MSc PhD (London)
Professor Patrick Barwise is an expert on marketing and media, specialising in customer-focused strategy and execution, marketing leadership, brands, advertising, and broadcasting policy.
He is an experienced expert witness in international commercial, competition and tax cases and an advisory board member and early-stage investor in several online start-ups.
He is also chairman of the Archive of Market and Social Research and former chairman of Which?, the UK’s leading consumer organisation. He joined London Business School in 1976 after an early career at IBM and has also held visiting posts in media research at Oxford University and the London School of Economics.
For his publications, see www.patrickbarwise.com.
- Personal website
- pbarwise@london.edu
- +44 (0)20 7000 8615
- Consumers and Audiences
- Broadcasting Policy
2022
Reflections on “Good Empirical Generalizations”
Barwise T P
Foundations and Trends in Marketing 2022 Vol 16:1-2 p 1-307
2021
Privatising Channel 4: a bad idea whose time may have come
Barwise P
InterMedia 2021 September 2021 Vol 49:3
2020
The war against the BBC: how an unprecedented combination of hostile forces is destroying Britain's greatest cultural institution... and why you should care
Barwise P; York P
Penguin
Why do people watch so much television and video? Implications for the future of viewing and advertising
Barwise P; Bellman S; Beal V
Journal of Advertising Research 2020 Vol 60:2 p 121-134
2018
Does Public Service Television Really Give Consumers Less Good Value For Money Than The Rest Of The Market
Barwise P
In: Freedman D and Goblot V (ed.) A Future for Public Service Television. London: Goldsmiths Press, pp. 52-64
The evolution of digital dominance: how and why we got to GAFA
Barwise T P; Watkins L
In: Moore M and Tambali D (eds) Digital Dominance: The Power of Google, Amazon, Facebook, and Apple. Oxford University Press. ISBN 9780190845124
2017
Why effective leaders must manage up, down, and sideways
Barta T; Barwise P
McKinsey Quarterly 2017 Vol 2 p 77-81
2016
Relevance gap in business school research: which academic papers are cited in managerial bridge journals?
Birkinshaw J M; Lecuona R; Barwise P
Academy of Management Learning and Education 2016 Vol 15:4 p 686-702
2015
How reliable are neuromarketers’ measures of advertising effectiveness?
Varan D; Lang A; Barwise P; Weber R; Bellman S
Journal of Advertising Research 2015 Vol 55:2 p 176-191
Incorporating social value into spectrum allocation decisions
Barwise P; Cave M; Culham P; Lavender T; Pratt N; Tambini D
Report to Department for Culture, Media and Sport
The economics of television: excludability, rivalry, and imperfect competition
Barwise P; Picard RG
in Picard, Robert G & Wildman, Steven S (eds), Handbook on the economics of the media, Edward Elgar 2015 pp165-187
What if there were no BBC television?
Picard R G; Barwise P
Reuters Institute for the Study of Journalism
2012
The economics of television in a digital world
Picard R G; Barwise P
Reuters Institute for the Study of Journalism
2011
Customer insights that matter
Barwise T P
Journal of Advertising Research 2011 Vol 51:2 p 342-344
Has the time finally come for the medium of the future?
Barwise P; Meehan S
Journal of Advertising Research 2011 Vol 51:1 p 59-71 50th anniversary supplement
2010
Is your company as customer-focused as you think?
Barwise T P; Meehan S
MIT Sloan Management Review 2010 Spring Vol 51:3 p 63-68
Research on strategic decisions: taking stock and looking ahead
Barwise T P; Papadakis V; Thanos I
Handbook of Decision-Making, Wiley, 2010, 31-69
The one thing you must get right when building a brand
Barwise P; Meehan S
Harvard Business Review 2010 December 2010
2008
PVRs and advertising exposure: a video ethnographic study
Barwise T P; Pearson S
Qualitative Market Research 2008 Vol 11:4 p 386-399
So you think you're a good listener
Barwise T P; Meehan S
Harvard Business Review 2008 April:2008 p 22
2007
Take-off or tail-off?: an evaluation of the capability reviews programme
Barwise T P; MacLeod D; Richards S
Sunningdale Institute, November 2007
PVRs and advertising exposure: a video ethnographic study
Pearson S; Barwise T P
ACB Actual Customer Behaviour LLP, University of Sussex, September 2006
2005
Developing a customer-focused mindset
Barwise T P; Meehan S
Journal of Direct, Data and Digital Marketing Practice 2005 October-December 2005 Vol 7:2 p 122-136
Fast-forward puts TV advertising to the test
Barwise T P; Pearson S
Financial Times 2005 24 October 2005 p 14
How European marketing management measures up to take on the future
Barwise T P; Farley J
Organizational Dynamics 2005 Vol 34:3 p 273-284
State of interactive marketing in seven countries: interactive marketing comes of age
Barwise T P; Farley J
Journal of Interactive Marketing 2005 Vol 19:1 p 67-80
2004
6 rules to become simply better
Barwise T P; Meehan S
Business Strategy Review 2004 Autumn Vol 15:3 p 25-31
Benefits of getting the basics right
Barwise T P; Meehan S
FT Mastering Innovation, 8 October 2004, p 2-3
Bull's eye: Target's cheap-chic strategy
Barwise T P; Meehan S
HBS Working Knowledge, 16 August 2004
Don't be unique, be better
Barwise T P; Meehan S
MIT Sloan Management Review 2004 Summer Vol 45:4 p 23-26
Long-term issues for TV advertising
Barwise T P
In Clarke B ed., The new medium of television: Reinterpreting TV for the 21st century, London: Flextech Television, 2004, p 24-32
Making differentiation make a difference
Barwise T P; Meehan S
Strategy and Business 2004 Winter :37 p 10-11
Marketing metrics: status of six metrics in five countries
Barwise T P; Farley J
European Management Journal 2004 June Vol 22:3 p 257-262
Mobile advertising: a research agenda
Barwise T P; Rodriguez Perlado V
In Stafford M and Faber R eds., Advertising, promotion, and new media, p 261-277, M E Sharpe, 2004
What are the real threats to public service broadcasting?
Barwise T P
In Tambini D and Cowling J eds., From public service broadcasting to public service communications, London: ippr, 2004, p 16-33
2003
MET report: Marketing expenditure trends 2001-04
Barwise T P; Styler A
London Business School, December 2003 (2nd ed.)
Which marketing metrics are used and where?
Barwise T P; Farley J
MSI report, 03-002 (Marketing Science Institute, Cambridge, MA) p 105-107, 2003
2002
Great ideas. Now make them work
Barwise T P
Financial Times Creative Business, Marketing and Technology Special, 28 May 2002
How much do CEOs and top managers matter in strategic decision-making?
Barwise T P; Papadakis V
British Journal of Management 2002 Vol 13 p 83-95
Impact of the internet on horizontal and vertical competition: market efficiency and value chain reconfiguration
Barwise T P; Elberse A; Hammond K A
In Baye M R, ed., Advances in Applied Microeconomics, volume 11: the economics of the internet and e-commerce, p 1 - 27, Elsevier Science, 2002
Marketing and the internet
Barwise T P; Elberse A; Hammond K
Future Media Research Programme, London Business School 2002
Marketing and the internet
Barwise T P; Hammond K A; Elberse A
In Weitz B A and Wensley R, eds., Handbook of Marketing, p 527-557, Sage, 2002
Permission-based mobile advertising
Barwise T P; Strong C
Journal of Interactive Marketing 2002 Vol 16:1 p 14-24
UK consumer responses to iDTV report
Barwise T P; Brodin K; Canhoto A
Future Media Research Programme, London Business School 2002
2001
Digital marketing communication
Barwise T P; Deighton J
In Wind J and Mahajan V eds., Digital Marketing: Global Strategies from the World's Leading Experts, Wiley, New York, 2001, p 339-361
Economics of the media
Barwise T P; Gordon D
In Briggs A, Cobley P eds., The media: an introduction, Harlow: Addison Wesley Longman, 2001 p198-216
Market metrics: what should we tell the shareholders?
Higson C J; Ambler T; Barwise T P
Market Leader 2001 Winter p 10-11
TV, PC, or mobile? Future media for consumer e-commerce
Barwise T P
Business Strategy Review 2001 Spring Vol 12:1 p 35-42
Business.eu: Corporates vs web start-ups
Barwise T P; Rosen N
Protege Group and Online Research Agency, London, 2000
Ties that bind: Brands, consumers and businesses
Barwise T P; Dunham A; Ritson M
In Pavitt J ed., Brand.New, V & A Publications, London, 2000, p 70-97
Digital media: cutting through the hype
Barwise T P; Deighton J
In Mastering Marketing, London: FT Pitman, 1999 p 23-27
Do you value customer value?
Barwise T P; Meehan S
In Mastering Marketing, London: FT Pitman, 1999, p 269-274
Media
Barwise T P; Hammond K A
In The Future Now: predicting the 21st century, London Phoenix, 1999, p 425-473
Professional service firms: unsung masters of marketing
Barwise T P; Meehan S
In Mastering Marketing, London: FT Pitman, 1999 p235-240
New interactive media: experts' perceptions of opportunities and threats to existing business
Sahay A; Gould J; Barwise T P
European Journal of Marketing 1998 Vol 32:7 p 616-628
Trouble with brand valuation
Barwise T P; Ambler T
Journal of Brand Management 1998 Vol 5:5 p 367-377
1997
Brands in a digital world (editorial)
Barwise T P
Journal of Brand Management 1997 February Vol 4:4 p 220-223
How much does food and drink advertising influence children's diet?
Barwise T P
In Smith G ed., Children's food: marketing and innovation, Blackie, 1997 p 126-151
Opportunities and threats to businesses from new interactive media
Barwise T P; Gould J; Sahay A
In Proceedings of the European Marketing Academy, 1997
Research on strategic decisions: what do we know? Where do we go from here?
Papadakis V; Barwise T P
In Papadakis V and Barwise T P eds., Strategic decisions: process, context and outcomes, Boston, Kluwer, 1997 p 289-302
Strategic decisions: an introduction
Papadakis V; Barwise T P
In Papadakis V and Barwise T P eds., Strategic decisions: process, context and outcomes, Boston, Kluwer, 1997
Strategic investment decisions and emergent strategy
Barwise T P
In Bickerstaffe G ed., Mastering management, Financial Times/Pitman, 1997 p 562-571
Variability of attitudinal repeat-rates
Dall'Olmo Riley F; Ehrenberg A S C; Castleberry S B; Barwise T P
International Journal of Research in Marketing 1997 Vol 14:5 p 437-450
What can we tell managers about strategic decisions?
Papadakis V; Barwise T P
In Papadakis V and Barwise T P eds., Strategic decisions: process, context and outcomes, Boston, Kluwer, 1997 p 267-287
1996
Don't let a virus spoil the party (commentary)
Barwise T P
Harvard Business Review 1996 November-December Vol 74:6
Overview: marketing
Barwise T P
in Crainer S ed., Financial Times handbook of management, Financial Times / Pitman, 1995 p568-580
Total quality management in leading fast-moving consumer goods companies
Westbrook R K,Barwise T P
Total Quality Management 1995 Vol 6:4 p 365-382
Individual attitude variations over time
Barwise T P et al
in Hooley G J and Hussey M K eds., Quantitative methods in marketing, Academic Press, 1994
Individual attitude variations over time
Barwise T P et al
Journal of Marketing Management 1994 Jan-Feb-Apr Vol 10:1-3 p 153-162
1993
Brand equity: Snark or Boojum?
Barwise T P
International Journal of Research in Marketing 1993 March Vol 10:1 p 93-104
Introduction to the special issue on brand equity
Barwise T P
International Journal of Research in Marketing 1993 March Vol 10:1 p 3-8
1992
Brand portfolios
Barwise T P,Robertson T S
European Management Journal 1992 September Vol 10:3 p 277-285
1990
Accounting information and the capital market
Marsh P R; Barwise T P; Higson C J; Likierman J A
in Power M ed., Brand and goodwill accounting strategies, Woodhead Faulkner, 1990
Brands as separable assets
Barwise T P,Higson C J,Likierman J A,Marsh P R
Business Strategy Review 1990 Summer Vol 1:2 p 43-59
Brands as separable assets
Likierman J A; Barwise P; Higson C; Marsh P
Business Strategy Review 1990 Vol 1:2 p 43-61
Double jeopardy revisited
Barwise T P,Ehrenberg A S C,Goodhardt G J
Journal of Marketing 1990 July Vol 54:3 p 82-91
Human resources policies at London Business School
Barwise T P
British Academy of Management Newsletter 1990 December Vol 8 p 6-7
1989
Intelligent elephants and part-time researchers
Barwise T P; Marsh P R et al.
Graduate Management Research 1989 Winter Vol 4:3 p 12-33
Must finance and strategy clash?
Barwise T P; Marsh P R; Wensley J R C
Harvard Business Review 1989 Sep-Oct Vol 67:5 p 85-90
The liking and viewing of regular TV series
Barwise P; Ehrenberg A
Journal of Consumer Research 1987 Vol 14:1 p 63-70
1986
Repeat-viewing of prime-time TV series
Barwise P
Journal of Advertising Research 1986 Aug-Sept Vol 26 p 9-14
1984
The reach of TV channels
Barwise P; Ehrenberg A
International Journal of Research in Marketing 1984 Vol 1 p 37-49
1982
Glued to the box? Patterns of TV repeat-viewing
Barwise P; Ehrenberg A; Goodhardt G
Journal of Communication 1982 Vol 32:4 p 22-29
2016
The 12 powers of a marketing leader : how to succeed by building customer and company value
Barta T; Barwise P
McGraw-Hill Education
2011
Beyond the familiar: long-term growth through customer focus and innovation
Barwise P; Meehan S
Jossey-Bass, 2011
2009
The impact of the commercial world on children's wellbeing
Buckingham D; Barwise P; Cunningham H; Kehily M J; Naim A; Young B
Department for Children, Schools and Families and Department for Culture, Media and Sport
2006
BBC's licence fee bid: what does the public think?
Barwise T P
BBC Board of Governors, April 2006
2004
Digital television in the UK; Consumer responses to interactivity
Barwise T P; Mercier P
Future Media Research Programme, LBS 2004
Independent review of the BBC's digital television services
Barwise T P
Department for Culture, Media and Sport, October 2004
Simply better: Winning and keeping customers by delivering what matters most
Barwise T P; Meehan S
Harvard Business School Press, 2004
2002
Marketing expenditure trends
Barwise T P; Styler A
London Business School and Paris: Havas, December 2002
2001
Market metrics: what should we tell the shareholders?
Ambler T; Barwise T P; Higson C J
Institute of Chartered Accountants in England and Wales, 2001
1994
Continuous improvement in leading FMCG companies
Barwise T P,Westbrook R K
Centre for Marketing, London Business School, 1994
1993
Special issue on brand equity
Barwise T P
International Journal of Research in Marketing 1993 March Vol 9:1
1989
Accounting for brands
Barwise T P; Higson C J; Likierman J A; Marsh P R
Institute of Chartered Accountants in England and Wales/London Business School, 1989
1988
Managing strategic investment decisions
Marsh P; Barwise P; Thomas K; Wensley R
Centre for Business Strategy, London Business School
1979
Online searching: the impact on user charges of the extended use of online information services
Barwise P
Paris: International Council of Scientific Unions Abstracting Board (ICSU-AB)