- PVRs and Advertising Exposure: A Video Ethnographic Study, ACB Actual Customer Behaviour LLP, Sarah Pearson and Patrick Barwise, U. of Sussex, September 2006. Visit the Actual Customer Behaviour website.
- The Impact of Organizational Values on the Effectiveness of Market-Oriented Behaviors, Seán Meehan, Patrick Barwise, Mark Vandenbosch and Willem Smit, MSI working paper, Cambridge, MA: Marketing Science Institute, October 2007 (Most downloaded MSI working paper, 2007). Visit the Marketing Science Institute website.
- Take-off or Tail-off?: An Evaluation of the Capability Reviews Programme, Sunningdale Institute. Patrick Barwise, David MacLeod, Sue Richards, Howard Thomas, and David Tranfield, November 2007. Visit the Sunningdale Institute website.
- The BBC License Fee bid: what does the public think? An Independent Report by Professor Patrick Barwise (London Business School) for the BBC Board of Governors. April 2006.
- Independent Review of the BBC’s Digital Television Services, Department for Culture, Media and Sport, October 2004. Visit the DCMS website.
- Digital Television in the UK: Consumer Responses to Interactivity (with Peter Mercier). Future Media Research Programme, London Business School 2004.
- Marketing Expenditure Trends (with Alan Styler), London Business School and Paris: Havas, Second edition, December 2003.
- Marketing Expenditure Trends (with Alan Styler), London Business School and Paris: Havas, December 2002.
- UK Consumer Responses to iDTV (with K Brodin and A Canhoto), Future Media Research Programme, London Business School, 2002.
- Marketing and the Internet (with A Elberse and K Hammond), Future Media Research Programme, London Business School, 2002.
- Market Metrics: What Should We Tell the Shareholders? (with T Ambler and C J Higson), London: Centre for Business Performance, 2001.
- Revisiting B2C Wireless (with R Advani and K Choudhury). Viant, 2001.
- Business.eu: Corporates vs Web Start-ups (with N Rosen), London : Protégé Group and Online Research Agency, 2000.
- Children, Advertising, and Nutrition, London: Advertising Association, 1994.
- Continuous Improvement in Leading FMCG Companies (with R Westbrook), Centre for Marketing, London Business School, 1994.
- Accounting for Brands (with C J Higson, J A Likierman and P R Marsh), London: Institute of Chartered Accountants in England and Wales, 1989.
- Managing Strategic Investment Decisions (with P R Marsh, K Thomas, and J R C Wensley), Centre for Business Strategy, London Business School, 1988.
- The Liking and Viewing of Regular TV Programs (with A S C Ehrenberg), prepared for the Markle Foundation, New York; London: London Business School, 1982.
- Online Searching: The Impact on User Charges of the Extended Use of Online Information Services, Paris: International Council of Scientific Unions Abstracting
Patrick Barwise
Emeritus Professor of Management and Marketing
MA (Oxford) MSc PhD (London)
Professor Patrick Barwise www.patrickbarwise.com is an expert on marketing and media, specialising in customer-focused strategy and execution, marketing leadership, brands, advertising, media, and broadcasting policy. His last book, The 12 Powers of a Marketing Leader, co-authored with former McKinsey partner Thomas Barta, was published by McGraw-Hill in September 2016.
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 has held visiting posts in media and communications at Oxford University and the London School of Economics and is also former chairman of Which?, the UK’s leading consumer organisation.
He joined London Business School in 1976 after an early career at IBM.
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Reports and monographs
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Book chapters
- “Fast-Forward Puts TV Advertising to the Test” (with Sarah Pearson), Financial Times, 24 October 2005, 14.
- “Developing a Customer-Focused Mindset” (with Seán Meehan), Journal of Direct, Data and Digital Marketing Practice 7,2 (October – December 2005), forthcoming
- “Making Differentiation Make a Difference” (with Seán Meehan), Strategy & Business 37 (Winter 2004), 10-11
- “Simply Better: Delivering What Matters Most” (with Seán Meehan), Market Leader, (Winter 2004), 58-62.
- “6 Rules to Become Simply Better” (with Seán Meehan), Business Strategy Review 15,3 (Autumn 2004), 25-31.
- “The Benefits of Getting the Basics Right” (with Seán Meehan), FT Mastering Innovation, 8 October 2004, 2-3.
- “Bull’s-Eye: Target’s Cheap-Chic Strategy” (with Seán Meehan), HBS Working Knowledge, 16 August 2004.
- “Thinking Inside the Box” (with Seán Meehan), CMO Magazine, 28 July 2004.
- “Which Marketing Metrics Are Used and Where?” (with John Farley), MSI Reports, 03-002, (Marketing Science Institute, Cambridge MA), 2003, 105-107. Report No. 03-111.
- “Time-shifting promises dark future”, FT Creative Business, 29 April 2003
- “What’s the rush?”, FT Creative Business, 15 October 2002.
- “Persuasion begins with listening”, FT Creative Business, 10 September 2002.
- “Hawks versus fluffies”, FT Creative Business, 30 July 2002.
- “Window of Opportunity”, FT Creative Business, 23 July 2002.
- “Great Ideas. Now Make Them Work”, FT Creative Business, Marketing and Technology Special, 28 May 2002.
- “The Value of the Digital Prophets”, FT Creative Business, 23 April 2002.
- “Work-Shop Balance” (with Fiona Harvey), FT Creative Business, 26 March 2002.
- “The Importance of Analysis”, FT Creative Business, 8 January 2002.
- “Spend and Prosper”, FT Creative Business, 13 November 2001
- “Putting a Price on Brands”, FT Creative Business, 11 September 2001
- “Don’t Give it All to the Kids”, FT Creative Business, 14 August 2001
- “Stop Me if I’ve Told You This B4”, FT Creative Business, 7 August 2001
- “TV, PC, or Mobile? Future Media for Consumer e-Commerce”, Business Strategy Review, 12,1 (Spring 2001), 35-42.
- “Books: Internet Marketing”, Business Strategy Review, 11, 4 (Winter 2000), 61-70.
- “Digital Promises an Armchair Revolution”, Financial Times, 21 January 2000
- “Advertising for Long-Term Shareholder Value”, Admap, October 1999, 40-42.
- “A Three-Legged Issue”, Financial Times, 27 August 1999
- “Return of the Servant”, Optimus, 1 (1999), 34-35.
- “Comment: Digital Exploitation”, Director, June 1998,22.
- “Comment: TV - The State It’s In”, Admap, February 1998, 42
- “Editorial: Brands in a Digital World”, J. Brand Management, 4, 4 (1997), 220-223.
- “OB or Not OB?”, Business Strategy Review, 7, 4 (Winter 1996), 49-52.
- “Winning the War” (with Sean Meehan), Marketing Business, July-Aug 1996, 51
- "Marketing Today and Tomorrow", Business Strategy Review, 6, 1 (Spring 1995), 45-59.
- "Human Resources Policies at London Business School", British Academy of Management Newsletter, 8 (December 1990), 6-7.
- "Brands as Separable Assets" (with CJ Higson, JA Likierman, and PR Marsh), Business Strategy Review, 1, 2 (Summer 1990), 43-59.
- "Intelligent Elephants and Part-time Researchers" (with P R Marsh, K Thomas, and JRC Wensley), Graduate Management Research, 4, 3 (Winter 1989), 12-33.
- "The Television Explosion: Does Many Mean More?", IPPA Bulletin, Spring 1989, 26-27.
- "The Unit Price of TV Airtime" (with A S C Ehrenberg and N R Barnard), Admap, October 1988, 86-136.
- "The Scope for Subscription TV" (with A S C Ehrenberg), Admap, December 1987, 10-15.
- "What are the Alternatives for Channel 4?" (with A S C Ehrenberg), Broadcast, 2 October 1987, 32.
- "BBC Advertising: How Big Will the Cake Be?" (with N R Barnard), Admap, February 1986, 94-97.
- "The Final Word", Media World, December 1985, 34.
- "The BBC: No Rich Prizes for Advertisers", Media World, October 1985, 17-42.
- "The Rule of Double Jeopardy: Why Narrowcast TV Cannot Compete with Broadcast TV" (with A S C Ehrenberg), Communication Options, 3 (Spring 1985), Al-5.
- "Do We Need to Regulate TV Programmes?" (with A S C Ehrenberg), InterMedia, July/Sept 1983, 11, 4/5, 12-15.
- "Cable Expansion and Broadcasting Policy" (with A S C Ehrenberg), London Business School Journal, 7, 1 (Summer 1982), 42-45.
- "Pricing Policy at 'Widget Abstracts': A Fable" STM Marketing Studies, 28, 31-35, 1981.
- "Viewers' Average Appreciation Scores" (with A S C Ehrenberg and G J Goodhardt), Admap, March 1980, 137-140.
- "Five Rules for Report Writing", London Business School Journal, 5, 2 (Winter 1980), 32-34.
- Reprinted in Handbook for Managers, Isleworth: Kluwer-Harrap, May 1982.
- "The Revenue Potential of Channel Four" (with A S C Ehrenberg), Admap, November 1979, 550-556.
- "Some Comparisons of TV Audiences in the UK and the USA", Quantitative Sociology Newsletter, 19 (Spring 1978), 26-33.
- "So Who Would Watch a Fourth Channel?", Broadcast, 27 June 1977, 19-21.
- “Shakespeare was a Behavioural Scientist”, Financial Times, 29 December 1971.
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Case studies
- "Nivea Sun" (with S Küster and B Hardie), in J Saker and G Smith, eds. European Casebook on Principles of Marketing, Prentice-Hall 1997, 113-130.
- "Financial Times Business Newsletters" in K Simmonds, ed. Strategy & Marketing: A Case Approach, Oxford: Philip Allan, 1982, 178-183.
- "Ladbroke Holidays Ltd" in K Simmonds, ed. Strategy & Marketing: A Case Approach, Oxford: Philip Allan, 1982, 254-260.
- "Chubb & Son Lock & Safe Company Ltd" (with K Simmonds), in Weinberg et al, eds., Advertising Management, London: Harper & Row, 1974, 142-149.
- Reprinted in K Simmonds, ed. Strategy & Marketing: A Case Approach, Oxford: Philip Allan, 1982, 150-159.
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Other
- Special Issue: Special Issue on Brand Equity (Editor), International J. Research in Marketing, 9,1, (March 1993).
- Tape-Slide Package: (with M D Stoll and S Liggins) Desk-Bound. Plus (with K D C Vernon) Desk Bound: Users' Guide, London: London Business School, 1979.
- 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
2020
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
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
2011
Customer insights that matter
Barwise T P
Journal of Advertising Research 2011 Vol 51:2 p 342-344
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
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
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
Ehrenberg A S C; Barwise T P; et al.
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
Journal of Marketing Management 1994 Jan-Feb-Apr Vol 10:1-3 p 153-162
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
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
2016
The 12 powers of a marketing leader : how to succeed by building customer and company value
Barta T; Barwise P
McGraw-Hill Education, 2017
2011
Beyond the familiar: long-term growth through customer focus and innovation
Barwise P; Meehan S
Jossey-Bass, 2011
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,ed.
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