Patrick Barwise
The New Medium of TV > Authors > Patrick Barwise
Patrick Barwise joined the London Business School in 1976 having
spent his early career with IBM. His many publications include the
books Television and its Audience, Accounting for Brands, Strategic
Decisions, Predictions: Media, and Advertising in a Recession; plus
numerous academic papers and practitioner articles, mostly on
brands, consumer/audience behaviour, new media, and marketing
expenditure trends, including the Harvard Business Review article
‘Must Finance and Strategy Clash?’ Current projects include Simply
Better, on customer-driven strategy, to be published by Harvard
Business School Press in August 2004. Patrick is an audience
research advisor to Ofcom.
