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nAbout the Authorsn
PATRICK BARWISE is professor of management and marketing at Lon-
don Business School (LBS). He joined LBS 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, as well as numerous academic papers, reports, and
practitioner articles on strategic investment decisions, brands, consumer
and audience behavior, marketing expenditure trends, and new media. He has
held a range of management roles at LBS, including faculty dean, director of
alumni affairs, director of the London ...