;

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.

  • Reports and monographs
    • 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
  • 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.
  • 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.
  • 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.

  • 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

The consequence of privatising Channel 4

Barwise P; Brooks G

Channel 4 report, March 2016

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

2014

What BBC will our children inherit?

Barwise P; Picard RG

Market Leader 2014 Quarter 3 p 40-43

2011

Customer insights that matter

Barwise T P

Journal of Advertising Research 2011 Vol 51:2 p 342-344

Exploiting customer dissatisfaction

Barwise T P; Meehan S

Marketing Research 2011 June Vol 23

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

2009

Differentiation that matters

Barwise T P; Meehan S

Market Leader 2009 March p 34-36

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

2006

Drucker challenge

Barwise T P

Market Leader 2006 Spring:10

In-the-box innovation

Barwise T P; Meehan S

Business Strategy Review 2006 Summer Vol 17:2 p 68-73

PVRs and advertising exposure: a video ethnographic study

Pearson S; Barwise T P

ACB Actual Customer Behaviour LLP, University of Sussex, September 2006

Thinking smarter inside-the-box

Barwise T P; Meehan S

Market Leader 2006 Spring p 40-45

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

Simply better

Barwise P; Meehan S

Marketing Research 2005 Vol 17:2 p 9-14

Simply better is simply better

Barwise T P; Meehan S

Marketing Research 2005 Fall Vol 17:3 p 45-46

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

Simply better: delivering what matters most

Barwise T P; Meehan S

Market Leader 2004 Winter p 58-62

Thinking inside the box

Barwise T P; Meehan S

CMO Magazine, 28 July 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

Preface

Barwise T P

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

Hawks versus fluffies

Barwise T P

Financial Times Creative Business, 30 July 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

Importance of analysis

Barwise T P

Financial Times Creative Business, 8 January 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

Persuasion begins with listening

Barwise T P

Financial Times Creative Business, 10 September 2002

UK consumer responses to iDTV report

Barwise T P; Brodin K; Canhoto A

Future Media Research Programme, London Business School 2002

Value of the digital prophets

Barwise T P

Financial Times Creative Business, 23 April 2002

What's the rush?

Barwise T P

Financial Times Creative Business, 15 October 2002

Window of opportunity

Barwise T P

Financial Times Creative Business, 23 July 2002

Work-shop balance

Barwise T P; Harvey F

Financial Times Creative Business, 26 March 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

Don't give it all to the kids

Barwise T P

Financial Times Creative Business, 14 August 2001

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

Putting a price on brands

Barwise T P

Financial Times Creative Business, 11 September 2001

Spend and prosper

Barwise T P

Financial Times Creative Business, 13 November 2001

Stop me if I've told you this B4

Barwise T P

Financial Times Creative Business, 7 August 2001

TV, PC, or mobile? Future media for consumer e-commerce

Barwise T P

Business Strategy Review 2001 Spring Vol 12:1 p 35-42

2000

Books: Internet marketing

Barwise T P

Business Strategy Review 2000 Winter Vol 11:4 p 61-70

Business.eu: Corporates vs web start-ups

Barwise T P; Rosen N

Protege Group and Online Research Agency, London, 2000

Digital promises an armchair revolution

Barwise T P

Financial Times, 21 January, 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

1999

Advertising for long-term shareholder value

Barwise T P

Admap 1999 October p 40-42

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

Return of the servant

Barwise T P

Optimus 1999 Vol 1 p 34-35

Three-legged issue

Barwise T P

Financial Times, 27 August 1999

1998

Comment: digital exploitation

Barwise T P

Director 1998 June p 22

Comment: TV - the state it's in

Barwise T P

Admap 1998 February p 42

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

OB or not OB?

Barwise T P

Business Strategy Review 1996 Winter Vol 7:4 p 49-52

Winning the war

Barwise T P; Meehan S

Marketing Business 1996 Jul/Aug p 51

1995

Good empirical generalizations

Barwise T P

Marketing Science 1995 Vol 14:3 p G29-G35 Part 2

Marketing today and tomorrow

Barwise T P

Business Strategy Review 1995 Spring Vol 6:1 p 45-59

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

1994

Children, advertising and nutrition

Barwise T P

London, Advertising Association, 1994

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

Television explosion: does many mean more?

Barwise T P

IPPA Bulletin 1989 Spring p 26-27

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

Revisiting B2C wireless

Barwise T P;Advani R;Choudhury K

Viant, 2001

1999

Advertising in a recession

Barwise T P ed.

NTC, 1999

1998

Predictions: Media

Barwise T P; Hammond K

Weidenfeld & Nicolson, 1998

1997

Strategic decisions

Papadakis V; Barwise T P; eds.

Kluwer, 1997

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

1991

Television and its audience

Barwise T P;Ehrenberg A S C

Sage Publications, 1988

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