Meetings with the authors of books published by the SSE Russia: Patrick Barwise

Meetings with the authors of books published by the Stockholm School of Economics in Russia. 

We are starting a series of meetings with the authors of books that have been, or are planning to be, published by SSE Russia, with the aim of providing our readers with the opportunity to get first-hand information and ask the living classics of business literature their most urgent questions.

Patrick Barwise, one of the authors of the book Simply Better: Winning and Keeping Customers By Delivering What Matters Most

31 August – St. Petersburg
4 September – Moscow

Patrick Barwise is Professor of Management and Marketing at the London Business School (LBS). He started at the School in 1976, and his career began at IBM. He is the author of many articles on issues of strategic investment solutions, brands, customer behaviour and audience, trends of market expansion and new mass media. He has occupied various managerial positions at LBS; and he is an audience research consultant at Ofcom (UK communications regulator). Member, Hansard Society Commission on Parliament and the Public (2004-2005). Deputy Chairman, Consumers' Association (1998-2000). Advisory Board, Research Now (online market research, 2000- ). Fellow, Sunningdale Institute (UK Government think tank and virtual academy on public services, 2005- ).

At the presentation you will learn how to:

• Understand what is really valuable for the consumer and why they buy products of particular brands;
• Reveal the main unsatisfied needs that call for solutions;
• Make customer dissatisfaction a source of execution improvement;
• Keep the balance between the standard approach to strategy and non-standard approach to advertising and marketing information;