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 latest book, co-authored with international marketing leadership expert and former McKinsey partner Thomas Barta, is The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value (McGraw-Hill, 2016) www.marketingleader.org.
What others have said about The 12 Powers of a Marketing Leader: “Everything you need to know to be a superior marketing leader”, Marshall Goldsmith, The Thinkers 50 number one Leadership Thinker in the World; “A must-read for every present and future CMO who cares about making a difference”, Seth Godin, author of All Marketers Are Liars; “The essential leadership playbook for the CMO of the future”, Jim Stengel, former Global CMO of Procter & Gamble.
His two previous books, both coauthored with Seán Meehan (IMD, Lausanne), were Simply Better: Winning and Keeping Customers by Delivering What Matters Most (Harvard Business School Press, 2004), winner of the American Marketing Association’s 2005 Berry-AMA Book Prize, and Beyond the Familiar: Long-Term Growth through Customer Focus and Innovation (Jossey-Bass, 2011).
Sir Martin Sorrell, CEO of WPP, has written that “Shareholders could sleep better at nights if every CEO had read [Barwise and Meehan’s] fundamental lessons”.