Patrick Barwise
Patrick Barwise is professor of management and marketing and chairman of the Future Media Research Programme at London Business School. He joined lbs in 1976 having spent his early career with ibm. He is the author of Television and its Audience, Accounting for Brands, Strategic Decisions, Predictions: Media and Advertising in a Recession, as well as numerous articles and academic papers, mostly on brands, consumer/audience behaviour and new media. His current projects include a major study of global Marketing Expenditure Trends and Simply Better, a book on customer-driven strategy, to be published by Harvard Business School Press.
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