Barwise, Patrick 1946–

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Barwise, Patrick 1946–

(Paddy Barwise, Thomas Patrick Barwise)

PERSONAL:

Born June 26, 1946, in Oxford, England; married; has children. Education: Lincoln College, University of Oxford, B.A., with honors, 1968; London Business School, M.Sc., 1973; University of London, Ph.D., 1985.

ADDRESSES:

Home— London, England. Office— London Business School, Regent's Park, London NW1 4SA, England; fax: 020-7000-8601. E-mail— [email protected].

CAREER:

Academician, businessman, and writer. International Business Machines (IBM) United Kingdom, systems engineer and technical salesman, 1968-71; Austin Hall Group, assistant to chief executive officer, 1973-74; Graphic Systems International, marketing manager, 1974-76; London Business School, London, England, senior research officer, 1976-82, lecturer, 1982-87, senior lecturer in marketing, 1987-90, faculty dean, 1990-92, professor of management and marketing, 1990-2007, professor emeritus and non-executive director of the Centre for Creative Business, 2007—. Marketing Society, fellow; Sunningdale Institute, fellow.

AWARDS, HONORS:

American Marketing Association, Berry-American Marketing Association book prize, 2005, for Simply Better: Winning and Keeping Customers by Delivering What Matters Most.

WRITINGS:

Online Searching: The Impact on User Charges of the Extended Use of Online Information Services, International Council of Scientific Unions Abstracting Board (Paris, France), 1979.

(With Andrew Ehrenberg)Television and Its Audience, Sage Publications (Newbury Park, CA), 1988.

(With Kathy Hammond)Media, Phoenix (London, England), 1998.

(Editor, with Vassilis Papadakis)Strategic Decisions, Kluwer Academic (Boston, MA), 1998.

Advertising in a Recession: The Benefits of Investing for the Long Term, World Advertising Research Center (Oxfordshire, England), 1999.

Independent Review of the BBC's Digital Television Services, Department for Culture, Media, and Sport (London, England), 2004.

(With Sean Meehan)Simply Better: Winning and Keeping Customers by Delivering What Matters Most, Harvard Business School Press (Boston, MA), 2004.

Contributor of chapters to academic and marketing books. Contributor to periodicals, including Organizational Dynamics, Journal of Interactive Marketing, MIT Sloan Management Review, British Journal of Management, International Journal of Research in Marketing, Marketing Science, Journal of Consumer Research, Journal of Communication, Journal of Information Science, Business Strategy Review, Market Leader, Marketing Research, Journal of Direct Data and Digital Marketing Practice, Strategy & Business, Mastering Marketing, Journal of Brand Management, European Journal of Marketing, Total Quality Management Journal, Journal of the Market Research Society, Financial Times, and Harvard Business Review.

SIDELIGHTS:

Patrick Barwise is a marketing and management professor. Born in England in 1946, Barwise attended Lincoln College at the University of Oxford, earning a Bachelor of Arts degree with honors in 1968. Upon graduation he began working for International Business Machines (IBM) United Kingdom as a systems engineer and technical salesman. After quitting IBM in 1971, he attended the London Business School and earned a Master of Science degree in 1973. He served as assistant to the chief executive officer of the Austin Hall Group for one year after receiving his master's degree. In 1974 he worked as a marketing manager for Graphic Systems International until 1976. At that point he returned to academia, working as a senior research officer and later a lecturer in marketing at the London Business School while working on his own studies. Barwise completed his Ph.D. from the University of London in 1985. By 1987 he was already a senior lecturer in marketing at the London Business School. In 1990 Barwise was made faculty dean and a full professor of management and marketing. In 2007 he became professor emeritus and also the nonexecutive director of the Centre for Creative Business. Barwise is a fellow at the Marketing Society and the Sunningdale Institute, a government think-tank.

As a professor of marketing, Barwise focuses his teaching and research primarily on marketing management, strategic investment decisions, competitive positioning, innovation in middle management, digital marketing, and marketing communications. Barwise has contributed chapters to a number of academic and marketing books throughout his career. He also contributes to numerous periodicals and academic and marketing journals, including Organizational Dynamics, Journal of Interactive Marketing, MIT Sloan Management Review, British Journal of Management, International Journal of Research in Marketing, Marketing Science, Journal of Consumer Research, Journal of Communication, Journal of Information Science, Business Strategy Review, Market Leader, Marketing Research, Journal of Direct Data and Digital Marketing Practice, Strategy & Business, Mastering Marketing, Journal of Brand Management,European Journal of Marketing, Total Quality Management Journal, Journal of the Market Research Society, Financial Times, and Harvard Business Review.

In 2005 Barwise cowrote Simply Better: Winning and Keeping Customers by Delivering What Matters Most with his former student, Sean Meehan. The book provides business managers and owners with methods for attracting customers and keeping them. The writing pair also covers the problems with advertising "in-the-box" and the importance of top quality products with good customer service. A number of companies, such as Toyota, Orange, and Daewoo, are used as case studies throughout the text. Reviews for the book were mostly positive. Mike Moran, writing in Brand Strategy, concluded: "I can confidently recommend this book." Moran, a former commercial director at Toyota, did add: "I think they get it partly wrong about Toyota." Able Greenspan, writing in the Midwest Book Review, called the book "solid." Greenspan concluded by recommending the book to anyone trying "to improve the bottom line through higher quality and better customer reputation."

BIOGRAPHICAL AND CRITICAL SOURCES:

PERIODICALS

Brand Strategy, December 6, 2004, Mike Moran, review of Simply Better: Winning and Keeping Customers by Delivering What Matters Most, p. 42.

Campaign, July 29, 2005, "Close-Up: 24 Hours with … Patrick Barwise, London Business School," p. 21.

Choice: Current Reviews for Academic Libraries, January, 2005, R. Subramanian, review of Simply Better, p. 897.

Food Technology, spring, 1990, review of Television and Its Audience.

Futurist, October, 1999, review of Media, p. 52.

Journal of Product Innovation Management, July, 2005, Mary C. Drotar, review of Simply Better, p. 374.

Journal of the Market Research Society, January, 1990, Peter Walshe, review of Television and Its Audience, p. 166.

Marketing Research: A Magazine of Management & Applications, summer, 2005, review of Simply Better; fall, 2005, Kevin J. Clancy, review of Simply Better; fall, 2005, Joel Rubinson, review of Simply Better; fall, 2005, Nancy Kramarich, review of Simply Better.

Media, Culture, & Society, January, 1991, Karen Lane, review of Television and Its Audience, p. 126.

Midwest Book Review, October, 2004, Able Greenspan, review of Simply Better.

Reference & Research Book News, November, 2004, review of Simply Better, p. 111.

Times Educational Supplement, March 3, 1989, Margaret Walters, review of Television and Its Audience, p. 8.