Emeritus professor of management and marketing, London Business School
Patrick Barwise www.patrickbarwise.com is emeritus professor of management and marketing at London Business School. He joined LBS in 1976 after an early career at IBM and has published widely, mainly on marketing and media. His book, Simply Better: Winning and Keeping Customers by Delivering What Matters Most, co-authored with Seán Meehan (IMD, Lausanne), won the American Marketing Association’s 2005 Berry-AMA Book Prize. Their second book, Beyond the Familiar: Long-Term Growth through Customer Focus and Innovation, was published in 2011. His latest book, The 12 Powers of a Marketing Leader, co-authored with former McKinsey partner Thomas Barta, was published in October 2016.
He is also former chairman of Which?, the UK’s leading consumer organization, an experienced expert witness in international commercial, tax and competition cases, and has been involved as an advisor and early investor in three online market research start-ups: Research Now www.researchnow.com (2000-, sold to e-Rewards in 2009), Verve www.addverve.com (2009-) and Attest www.askattest.com(2016-).