Patrick Barwise
Emeritus Professor of Management and Marketing. MA (Oxford), MSc and PhD (London) at London Business School

Biography
London Business School
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. His next book, The 12 Powers of a Marketing Leader, coauthored with former McKinsey partner Thomas Barta, will be published by McGraw-Hill in September 2016. Outside of London Business School, Professor Barwise is 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); and former Chairman of Which?, the UK’s leading consumer organisation. 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.
Videos
#EffWeek 2016 Day 1 - Patrick Barwise - Beyond the Marketing Budget
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