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Julián Villanueva
  • Julián Villanueva

  • Professor of Marketing
  • Center for Innovation Marketing and Strategy (CIMS)

  • Ph.D. in Management (Marketing), University of California, Los Angeles
    Master in Business Administration, IESE, University of Navarra
    Bachelor's degree in Business Administration, Universidad Complutense de Madrid

Areas of Interest

    * Social media
    * Digital marketing
    * Sales management
    * Customer management and CRM

Prof. Julian Villanueva is the Head of the Marketing Department at IESE Business School. He holds a Ph.D. in Management (Marketing) from UCLA, a MBA at IESE, and a B.A. in Economics (Universidad Complutense de Madrid). His research interests are in the area of Customer Equity. Specifically, developing models capable of measuring and managing the discounted sum of cash-flows of a company's pool of customers.

He is also interested in digital marketing, retailing, salesforce management, and linking marketing spending to long-run performance. His research has been published in the Journal of Marketing Research, Journal of Marketing and Quantitative Marketing and Economics, among others. Prof. Villanueva is also the author of several books, and more than 30 case studies and technical notes. Two of his cases are in the Harvard Business School Premier Case Collection. He has also taught executives at CEIBS (China), Nile University (Egypt), INALDE (Colombia), IPADE (Mexico), IDE (Ecuador), PAD (Perú) and IEEM (Uruguay).

He joined IESE in 1997 as an Instructor in the Marketing Department. Before doing his MBA he worked for Promodès (currently Carrefour) as a product manager in the private labels' department. He has consulted for several companies such as Telefónica, Grupo Santander, Bankinter, Caprabo, Eroski, Antonio Puig, Mastercard, Nestle, Nabisco. His consulting projects have varied from market research studies, marketing dashboards, customer segmentation, positioning recommendations, international expansion and general marketing strategy. He has also served as a board member of several firms.