Patrick Barwise is Emeritus Professor of Management and Marketing at London Business School and chairman of Which?, the UK’s leading consumer organization.

He joined the School in 1976, having spent his early career with IBM. His last book Simply Better, coauthored with Seán Meehan (IMD), won the American Marketing Association’s 2005 Berry-AMA Prize and has been translated into seven languages. Their next book, Beyond the Familiar, will be published in March 2011. His previous publications include books on Television and its Audience, Accounting for Brands, Strategic Decisions, Predictions: Media, and Advertising in a Recession, as well as numerous articles on marketing, management and media.

Patrick Barwise also works as a consultant, applied researcher, and expert witness and has served on numerous panels and advisory boards. He is currently a specialist advisor to the House of Lords Select Committee on Communications. He has also been involved in two successful start-up businesses, Research Now (online field research) and Verve (online brand communities).

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