Paddy Barwise

Paddy Barwise

Emeritus professor, marketing, London Business School

Patrick Barwise 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 on management, 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 and has been translated into seven other languages. Their second book, Beyond the Familiar: Long-Term Growth through Customer Focus and Innovation, was published in 2011.

His next book, The 12 Powers of a Marketing Leader, co-authored with former McKinsey partner Thomas Barta, will be published by McGraw-Hill in September 2016. Patrick is also a visiting senior fellow in media and communications at the London School of Economics; former chairman of Which?, the UK’s leading consumer organization; an honorary fellow of The Marketing Society; a Patron of the Market Research Society; and an experienced expert witness in international commercial, tax and competition cases. He has been involved in two successful business start-ups: the online market research company Research Now (sold to e-Rewards in 2009) and the online brand community specialist Verve.


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