Patrick Barwise – författare

Brought to you by Penguin.The BBC is a central part of British life, shared culture and international standing. It is the British public''s most important and trusted news provider in a world of global fake news; a hugely popular, low-cost source of universally available information, education and entertainment - watched and listened to by most people for at least a couple of hours every day, despite stiff competition; and the crown jewel of the UK''s global reputation.But the BBC is in peril as never before in its long history. It faces ever-increasing competition and threats from new technology and consumption trends. It suffers relentless attacks from a range of hostile players motivated by their own political and commercial interests. And it faces deep funding cuts. These pressures may even destroy it within a generation. We must not end up recognizing what its value was only when it''s gone.If the BBC is destroyed it will be almost impossible to rebuild it. This book is a powerful wake-up call to halt the destruction of one of our greatest assets, built up over almost a century, before it''s too late.© Patrick Barwise, Peter York 2020 (P) Penguin Audio 2020

Above all the book runs counter to the fashionable claim that the starting-point for business success should be to find a ''blue-sky'', ''out-of-the-box'' breakthrough innovation. Barwise and Meehan use many compelling cases to illustrate how managers can find ways within their existing network and organization to achieve long term growth.

The overall picture which emerges is of: a medium which is watched for several hours a day but usually at only a low level of involvement; an audience which views mainly for relaxation but which actively chooses favourite programmes; a flowering of new channels but with no fundamental change in what or how people watch; programmes costing millions to produce but only a few pennies to view; a wide range of programme types apparently similar to the range of print media but with nothing like the same degree of audience 'segmentation'; a global communication medium of dazzling scale, speed, and impact but which is slow at conveying complex information and perhaps less powerful than generally assumed.

The book is packed with information and insights yet is highly readable. It is unique in relating so many of the issues raised by television to how we watch it. There is also a highly regarded appendix on advertising, as well as technical notes, a glossary, and references for further reading.

WHAT MAKES AN EFFECTIVE AND SUCCESSFUL MARKETING LEADER?

The 12 Powers of a Marketing Leader, by former McKinsey Partner Thomas Barta and senior London Business School professor Patrick Barwise, is the first research-based leadership book for marketers in the 21st century. Based on the largest ever research study of its kind, with detailed data on over 8,600 leaders in more than 170 countries, this game-changing book identifies 12 specific behaviors--or Powers--that drive marketers'' business impact and career success. Reading it, you’ll learn how to:

• MOBILIZE YOUR BOSS: Make an impact at the highest level and align marketing with the company''s priorities.• MOBILIZE YOUR COLLEAGUES: Inspire and motivate your non-marketing colleagues to deliver a great customer experience.• MOBILIZE YOUR TEAM: Build and align a winning marketing team.• MOBILIZE YOURSELF: Focus on goals that will benefit your customers, your company and yourself, by meeting your own needs and ambitions.

By zeroing in on the value creation zone ("V-Zone")--the all-important overlap between your company''s and customers'' needs--you’ll be able to help the business win in the market--and achieve your career goals. Warning: This is not a marketing book. It’s a leadership book for marketers, using the latest research on what works--and what doesn’t--in marketing''s digital age.

BONUS: Receive full access to an online self-assessment tool and other marketing leadership resources.