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Patrick Barwise

Emeritus Professor of Management and Marketing


MA (Oxford), MSc and PhD (London)

Professor Patrick Barwise is an expert on marketing and media – specialising in brands; advertising; customer focus; media trends; and broadcasting policy. His research interests include customer-focused strategy and execution; using customer insights to improve business performance;  and marketing leadership.

Outside of London Business School, Professor Barwise is Chairman of Which?, the UK’s leading consumer organisation; a Visiting Senior Fellow, at the London School of Economics; an experienced conference speaker, consultant and expert witness; and an advisory board member of two successful start-ups: Research Now (online fieldwork) and Verve (online brand communities).

Prior to his appointment to London Business School, he was involved in sales and marketing with IBM, the Austin-Hall Group and Graphic Systems International.

2015

The economics of television: Excludability, rivalry, and imperfect competition

Barwise P; Picard RG

in Robert G Picard and Steven S Wildman, eds, Handbook on the Economics of the Media,Edward Elgar 2015 p 165-187

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

2014

What BBC will our children inherit?

Barwise P; Picard RG

Market Leader 2014 Quarter 3 p 40-43

2011

Exploiting customer dissatisfaction

Barwise T P; Meehan S

Marketing Research 2011 June Vol 23

Customer insights that matter

Barwise T P

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

2010

Research on strategic decisions: taking stock and looking ahead

Barwise T P; Papadakis V; Thanos I

Handbook of Decision-Making, Wiley, 2010, 31-69

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

2009

Differentiation that matters

Barwise T P; Meehan S

Market Leader 2009 March p 34-36

2008

So you think you're a good listener

Barwise T P; Meehan S

Harvard Business Review 2008 April:2008 p 22

PVRs and advertising exposure: a video ethnographic study

Barwise T P; Pearson S

Qualitative Market Research 2008 Vol 11:4 p 386-399

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

Thinking smarter inside-the-box

Barwise T P; Meehan S

Market Leader 2006 Spring p 40-45

Drucker challenge

Barwise T P

Market Leader 2006 Spring:10

PVRs and advertising exposure: a video ethnographic study

Pearson S; Barwise T P

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

In-the-box innovation

Barwise T P; Meehan S

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

Real emotional economy: the fury and disappointment of living with poor products and services

Barwise T P; Meehan S

In Malliner L ed., Above the clouds, European Foundation for Quality Manaement, 2006 forthcoming

BBC's licence fee bid: what does the public think?

Barwise T P

BBC Board of Governors, April 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

Simply better is simply better

Barwise T P; Meehan S

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

Simply better

Barwise P; Meehan S

Marketing Research 2005 Vol 17:2 p 9-14

2004

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

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

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: Winning and keeping customers by delivering what matters most

Barwise T P; Meehan S

Harvard Business School Press, 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

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

6 rules to become simply better

Barwise T P; Meehan S

Business Strategy Review 2004 Autumn Vol 15:3 p 25-31

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

Don't be unique, be better

Barwise T P; Meehan S

MIT Sloan Management Review 2004 Summer Vol 45:4 p 23-26

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

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

Marketing expenditure trends

Barwise T P; Styler A

London Business School and Paris: Havas, December 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

Marketing and the internet

Barwise T P; Elberse A; Hammond K

Future Media Research Programme, London Business School 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

Importance of analysis

Barwise T P

Financial Times Creative Business, 8 January 2002

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

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

Persuasion begins with listening

Barwise T P

Financial Times Creative Business, 10 September 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

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

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

Barwise T P

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

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

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

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

Putting a price on brands

Barwise T P

Financial Times Creative Business, 11 September 2001

Stop me if I've told you this B4

Barwise T P

Financial Times Creative Business, 7 August 2001

Revisiting B2C wireless

Barwise T P;Advani R;Choudhury K

Viant, 2001

Spend and prosper

Barwise T P

Financial Times Creative Business, 13 November 2001

2000

Books: Internet marketing

Barwise T P

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

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 promises an armchair revolution

Barwise T P

Financial Times, 21 January, 2000

Business.eu: Corporates vs web start-ups

Barwise T P; Rosen N

Protege Group and Online Research Agency, London, 2000

1999

Three-legged issue

Barwise T P

Financial Times, 27 August 1999

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

Advertising in a recession

Barwise T P ed.

NTC, 1999

Advertising for long-term shareholder value

Barwise T P

Admap 1999 October p 40-42

Do you value customer value?

Barwise T P; Meehan S

In Mastering Marketing, London: FT Pitman, 1999, p 269-274

Digital media: cutting through the hype

Barwise T P; Deighton J

In Mastering Marketing, London: FT Pitman, 1999 p 23-27

Media

Barwise T P; Hammond K A

In The Future Now: predicting the 21st century, London Phoenix, 1999, p 425-473

1998

Trouble with brand valuation

Barwise T P; Ambler T

Journal of Brand Management 1998 Vol 5:5 p 367-377

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

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

Predictions: Media

Barwise T P; Hammond K

Weidenfeld & Nicolson, 1998

1997

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

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

Opportunities and threats to businesses from new interactive media

Barwise T P; Gould J; Sahay A

In Proceedings of the European Marketing Academy, 1997

Brands in a digital world (editorial)

Barwise T P

Journal of Brand Management 1997 February Vol 4:4 p 220-223

Strategic investment decisions and emergent strategy

Barwise T P

In Bickerstaffe G ed., Mastering management, Financial Times/Pitman, 1997 p 562-571

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 decisions

Papadakis V; Barwise T P; eds.

Kluwer, 1997

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

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

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

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

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

Good empirical generalizations

Barwise T P

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

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

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

Continuous improvement in leading FMCG companies

Barwise T P,Westbrook R K

Centre for Marketing, London Business School, 1994

Children, advertising and nutrition

Barwise T P

London, Advertising Association, 1994

1993

Special issue on brand equity

Barwise T P,ed.

International Journal of Research in Marketing 1993 March Vol 9:1

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

Brand equity: Snark or Boojum?

Barwise T P

International Journal of Research in Marketing 1993 March Vol 10:1 p 93-104

1992

Brand portfolios

Barwise T P,Robertson T S

European Management Journal 1992 September Vol 10:3 p 277-285

1991

Television and its audience

Barwise T P;Ehrenberg A S C

Sage Publications, 1988

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

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

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

1989

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

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

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

Television explosion: does many mean more?

Barwise T P

IPPA Bulletin 1989 Spring p 26-27

MBA


MBA and executive teaching (1976-2006): marketing management, competitive positioning/strategy, strategic investment decisions, and “Making Things Happen” (middle management and innovation) 


PhD supervision


  • Anita Elberse (2002, now an assistant professor at Harvard Business School): sequential product release in international markets 
  • Seán Meehan (1998, now a chaired professor at IMD, Lausanne): market orientation (winner of MSI’s Alden G Clayton award for dissertation proposal) 
  •  Laura Cousins (1985, now a freelance consultant and lecturer): marketing planning.
  • 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.

Research Interests


  • Customer-focused strategy and execution
  • Using customer and consumer insights to improve business performance
  • Brands
  • Marketing and media trends
  • Broadcasting policy
  • Organisational transformation.