Departamento de Dirección Comercial

El departamento prepara a los directivos para que comprendan los factores clave en la toma de decisiones de marketing, de manera que desarrollen e implementen con éxito prácticas de marketing estratégico.

Entre otros aspectos, los profesores les ayudan a entender de qué manera encajan la información de los clientes, la inteligencia competitiva y las propuestas de valor de la empresa con las necesidades de los clientes y las capacidades de la organización.

Las clases hacen hincapié en la resolución de problemas: determinar las acciones que permitirán satisfacer las necesidades de los clientes a través del rigor en la planificación, la implementación y el control de las actividades en un mercado competitivo. También abordan temas como los servicios de atención al cliente, las técnicas tradicionales de marketing y los nuevos medios sociales.

Materias académicas

  • Dirección del marketing
  • Planificación e implementación del marketing
  • Marcas y comunicación de marcas
  • Dirección del marketing de exportación y transnacional
  • Marketing industrial
  • Estrategia de marketing
  • Marketing de experiencias, conceptos innovadores y medios de comunicación.

A través de su investigación, el claustro que compone el departamento explora las tendencias más recientes y de mayor impacto en marketing.

Áreas de especialización

Las áreas de interés y especialización de los profesores incluyen:

  • Estrategia de marketing.
  • Investigación sobre marketing aplicado.
  • Dirección de medios de comunicación.
  • Medios sociales.
  • Exceso de alternativas.
  • Marketing internacional.
  • Difusión de la innovación.
  • Creación de marcas.
  • Comportamiento de los consumidores.


Seminarios pasados

November, 7
The Wharton School – University of Pennsylvania
Errors in Measuring Minor Attributes Using Choice Modeling

October, 3
Columbia University
“It’s Not Easy Bein’ Green: A Wealth-Adaptation Lay Theory Fosters Support for Environmental Taxes”

September, 19
Columbia University
“The Customer Journey as a Source of Information”

September, 13
HEC Paris
“Conceptual Metaphor Nudge Reduces Hunger Perceptions and Portion Size Choice:
Implications for Online Food Ordering Examining”

September, 4
University of Cincinnati
“Starting from Zeroes: Round Numbers Signal Inflections in Trends”

June 11

“Language and Marketing Strategy”

May 15

University of South California

May 7

Erasmus University
Put the Cookies in the Jar: The Presence of Food Decreases Enjoyment of Ongoing, Unrelated Experiences”

April 23

UCLA, Anderson School of Business
“How Vacation Increases Happiness”

March 29

Cornell University
“The ‘Streaking Star’ Effect in Sports, Marketing, and Perceptions of Economic Equality”

HEC Paris
“Scheduling Style and Creativity”

March 28

University of British Columbia
“The upside of negative: Social distance in online reviews”

Northeastern University
“It Pays to Pay Smart: Consumers buy more after using cashless app payments”

Tilburg University
“The future of privatelabel markets: A global convergence approach”

October 9

University of Miami Business School
“Busyness Enhances Consumer Creativity”

October 1

Harvard University
“Using Machine Learning to Predict Price Dispersion”

October 5

Columbia University
“The Informational Role of Sponsored Advertising on Online Retail Marketplaces”

Georgia Institute of Technology
“Don’t forget the accountant: role integration increases the fungibility of mentally accounted resources”

September 25

“Promoting Consumption Experiences by Positive Incidental Affect: The Interplay of ValEence and Arousal in Incidental Affect Infusion Processes”

September 21

MIT Massachussetts Institute of Technology
“Quantum Prices”

September 10

University of Mannheim
“Climb or Jump -Status-Based Seeding in User-Generated Content Networks”

June 28

University of Munster
“Effectiveness of Marketing Channels:What do we know and what do we need to know?”

May 24

Ronald K. Banister Chair in Business and Professor of Marketing, University of Alberta
“The Motivational Dynamics of Success and Failure”

April 16

University of Münster
“Know IT – Bridging the Gap between Research and Practice in Digital Marketing”

March 16 

McDonough School of Business, Georgetown University
“Conflict of Interest Disclosure as an Expertise Cue: Differential Effects due to Automatic versus Deliberative Processing”

March 16 

HEC Paris
“Gremlins in the Data: Identifying the Information Content of Research Subjects”

March 16 

IESE Business School, University of Navarra
“I Know Why You Voted for Trump: (Over)inferring Motives From Choice”

March 15

NUS Business School, National University of Singapore
“Reducing Peak-Hour Subway Crowding: Investigating the Effectiveness of Financial Disincentives”

March 15 

Owen Graduate School of Management, Vanderbilt University
“Consumer Responses to Serving Sizes”

March 15 

Rotterdam School of Management, Erasmus University
“Managerial Decision Making in Marketing: On Managers, Models, and Minds”

March 15

IESE Business School, University of Navarra
“Surprise! The Positive Impact of Uncertainty on the Evaluation of Experiential Purchases”

February 19

VOYA Financial Professor, Department of Marketing, University of Connecticut
“Creation and Consumption of Mobile Word-of-Mouth: How are Mobile Reviews Different?” 

Former Collaborators


Journal Articles (refereed)

STREMERSCH, S., GONZÁLEZ, J., VALENTÍ, A., VILLANUEVA, J. (2023). The value of context-specific studies for marketing. Journal of the Academy of Marketing Science, 51 (1), 50-65. doi:10.1007/s11747-022-00872-9.
APARICIO, D., SIMESTER, D. (2022). Price frictions and the success of new products. Marketing Science, 41 (6), 1029-1182, ii. doi:10.1287/mksc.2022.1367.
AVAGYAN, V., CAMACHO, N., VAN DER STEDE, W. A., STREMERSCH, S. (2022). Financial projections in innovation selection. The role of scenario presentation, expertise, and risk. International Journal of Research in Marketing, 39 (3), 907-926. doi:10.1016/j.ijresmar.2021.10.009.
REUTSKAJA, E., CHEEK, N., IYENGAR, S., SCHWARTZ, B. (2022). Choice deprivation, choice overload, and satisfaction with choices across six nations. Journal of International Marketing, 30 (3), 18-34. doi:10.1177/1069031X211073821.
APARICIO, D., AVENANCIO-LEÓN, C. F. (2022). Is banning corporate contributions enough?. The Dynamics of incomplete campaign finance reform. The Journal of Law and Economics, 65 (3), 581-606. doi:10.1086/718973.
CHEEK, N., REUTSKAJA, E., SCHWARTZ, B. (2022). Balancing the freedom-security tradeoff during crises and disasters. Perspectives on Psychological Science, 17 (4), 1024-1049. doi:10.1177/17456916211034499.
STREMERSCH, S., CAMACHO, N., KEKO, E., WUYTS, S. (2022). Grassroots innovation success. The role of self-determination and leadership style. International Journal of Research in Marketing, 39 (2), 396-414. doi:10.1016/j.ijresmar.2021.10.003.
HOFFMAN, D. L., MOREAU, C. P., STREMERSCH, S., WEDEL, M. (2022). The Rise of new technologies in marketing. A Framework and outlook. Journal of Marketing, 86 (1), 1-6. doi:10.1177/00222429211061636.
HENSEL, L., WITTE, M., CARIA, A. S., FETZER, T., FIORIN, S., GÖTZ, F. M., ... JACHIMOWICZ, J. M. (2022). Global behaviors, perceptions, and the emergence of social norms at the onset of the COVID-19 pandemic. Journal of Economic Behavior & Organization, 193, 473-496. doi:10.1016/j.jebo.2021.11.015.
PENA MARIN, J., ADAVAL, R., SHEN, L. (2022). Fear in the stock market. How COVID-19 affects preference for high- and low-priced stocks. Journal of the Association for Consumer Research, 7 (1), 115-123. doi:10.1086/711930.

Working Papers

APARICIO, D., MISRA, K. (2022). Artificial intelligence and pricing.
MARTÍNEZ DE ALBÉNIZ, V., APARICIO, D., BALSACH, J. (2022). The Effects of COVID-19 on the Retail Economy: Store Restrictions, Consumer Panic, and Travel Shocks.
APARICIO, D., METZMAN, Z., RIGOBON, R. (2021). The Pricing strategies of online grocery retailers.
APARICIO, D., RIGOBON, R. (2021). Quantum prices.
AVAGYAN, V., CAMACHO, N., VAN DER STEDE, W. A., STREMERSCH, S. (2019). The Role of Scenario Presentation in the Selection of Innovation Projects (WP-1230-E).


YAN, B., REUTSKAJA, E., VACCARO, A., FERNANDES, D. (2020). Artificial intelligence and a microperspective of organizational corruption. Annual Meeting Proceedings: Virtual 2020. Academy of Management Proceedings.
LADA, A., PEYSAKHOVICH, A., APARICIO, D., BAILEY, M. (2019). Observational data for heterogeneous treatment effects with application to recommender systems. EC '19: Proceedings of the 2019 ACM Conference on Economics and Computation (pp. 199-213). New York, NY: Association for Computing Machinery.
KETTLE, K., HÄUBL, G., ENGELER, I. (2015). Sharing Predictions. In Kristin Diehl and Carolyn Yoon (Ed.), Advances in Consumer Research Vol. 43 (pp. 292 - 296). Association for Consumer Research.
ENGELER, I., RAGHUBIR, P. (2013). I Run to be Fit, You Run for Fame: Context Effects Affecting Self-Positivity in Judgments on Consumption Motives and Emotions. In Simona Botti and Aparna Labroo (Ed.), Advances in Consumer Research Vol. 41 (pp. 640 - 642). Association for Consumer Research.
ENGELER, I., LAESSER, C. (2012). Emotional Effects of Purchase Price-Reference Price Divergence. In Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu (Eds.), Advances in Consumer Research Vol. 40 (pp. 293 - 297). Association for Consumer Research.

VALENTÍ, A. (2022). Shopping distancing. The Impact of travel cost on shopping destination choices. 44th Annual ISMS Marketing Science Conference. INFORMS Society for Marketing Science.

Articles in other publications

CHEEK, N., REUTSKAJA, E., SCHWARTZ, B., IYENGAR, S. (2022). Is having too many choices (versus too few) really the greater problem for consumers? Behavioral Scientist.
REUTSKAJA, E., CHEEK, N., IYENGAR, S., SCHWARTZ, B. (2022). Do global consumers have too many choices or not enough?
GONZÁLEZ, J., SENDAGORTA, P. (2020). Guía rápida para los modelos de negocio direct to consumer. Harvard Deusto Márketing & Ventas (164).
STREMERSCH, S. (2019). Inspiración, divergencia, convergencia: tres pasos para tomar mejores decisiones. IESE Business School Insight (153).
STREMERSCH, S. (2019). Inspire, diverge, converge: 3 steps to better decisions. IESE Business School Insight (153), pp. 62 - 69.


NUENO, J. L. (2022). Never Normal. La normalidad es la anomalía. Barcelona: AECOC.
LANDSMAN, V. (2020). A Chasm to cross: from research to practice and back. Address delivered at the occasion of accepting the appointment as Professor of Quantitative Marketing Strategy at the Erasmus School of Economics. Erasmus University Rotterdam.
NUENO, J. L. (2020). Directo al consumidor. bienvenidos a 2025. Cuando los millennials manden. Barcelona: AECOC.
CHIESA, C., CHIESA GHIO, C., CHIESA, L. (2018). Vende más, vende mejor. 100 claves para el éxito. Barcelona: Plataforma Editorial.
VILLANUEVA, J., DE TORO, J. M. (2017). Marketing Estratégico. Barañain: Eunsa.

Edited books

VILLANUEVA, J. (2014). Communication: Academic Case Studies. Madrid: Dircom.
ARTERO MUÑOZ, J. P., BEL MALLÉN, I., SÁDABA CHALEZQUER, C., DE TORO, J. M. (2013). La Televisión en España. Informe 2013. UTECA (Unión de Televisiones Comerciales Asociadas).
DING, M., ELIASHBERG, J., STREMERSCH, S. (2013). Innovation and Marketing in the Pharmaceutical Industry. Emerging Practices, Research and Policies. Berlin: Springer.
DE TORO, J. M., BEL, I., SÁNCHEZ TABERNERO, A. (2012). La Televisión en España. Informe 2012. UTECA (Unión de Televisiones Comerciales Asociadas).
DE TORO, J. M., BEL, I. (2012). Libro Blanco de la Prensa Diaria 2013. Madrid: AEDE (Asociación de Editores de Diarios Españoles).

Book Chapters

HEARD, C., REUTSKAJA, E., FASOLO, B. (2022). It´s all about Soul!. Why sort, order and use labeling results in smart scorecards. In Mazar, Mina ; Soman, Dilip (Eds.), Behavioral Science in the Wild. University of Toronto Press .
REUTSKAJA, E., IYENGAR, S., FASOLO, B., MISURACA, N. L. S. (2020). Cognitive and affective consequences of information and choice overload. In Viale, Riccardo (Eds.), Routledge Handbook of Bounded Rationality. Routledge.
MIRUSACA, R., REUTSKAJA, E., FASOLO, B., IYENGAR, S. (2020). How much choice is “good enough”?. Moderators of information and choice overload. In Viale, Riccardo (Eds.), Routledge Handbook of Bounded Rationality. Abingdon, Oxon ; New York: Routledge.
GÓMEZ, M., IVCHENKO, A., REUTSKAJA, E., SOTO-MOTA, P. (2020). Behaviors, perceptions and mental wellbeing in high-income and low/middle-income countries at the beginning of COVID-19 pandemic. In Djankov, Simeon and Panizza, Ugo (Eds.), COVID-19 in developing economies (pp. 128-146). London: Centre for Economic Policy Research (CEPR).
EDSON ESCALAS, J., GALLO, I., GAUSTAD, T. (2019). Reminiscing on Self-Brand Connections: Differentiating Experiential versus Symbolic Origins. In Americus Reed II and Mark Forehand (Ed.), Handbook of Research on Identity Theory in Marketing (pp. 125 - 140). Cheltenham: Edward Elgar Publishing.


IESE BUSINESS SCHOOL,, VEEPEE, ATREVIA (2021). I Estudio Veepee-IESE sobre el futuro del ecommerce en España. IESE, Barcelona, España.
NUENO, J. L. (2019). Novias Millennial y Gen z: el sector de la moda nupcial en 2023.
NUENO, J. L. (2018). Visionando la cadena de suministro del sector sanitario 2025.
CHIESA, C., SALAZAR, R., SERVOLE, X., BALMASEDA, C., VILLANUEVA, J. (2018). Aprendiendo de las redes comerciales. VIII Estudio sobre la gestión de redes comerciales en España 2018.
NUENO, J. L. (2018). La tienda del futuro para las novias "Millennials".


VALENTÍ VIDAL, A., GONZÁLEZ, J., REUTSKAJA, E., MENDOZA, E. (2022). The Captor Opportunity (A). IESE, M-1397-E.
VALENTÍ VIDAL, A., GONZÁLEZ, J., REUTSKAJA, E., MENDOZA, E. (2022). The Captor Opportunity (B). IESE, M-1398-E.
VALENTÍ VIDAL, A., GONZÁLEZ, J., REUTSKAJA, E., MENDOZA, E. (2022). The Captor Opportunity (C). IESE, M-1399-E.
ROCHA E OLIVEIRA, P., CAPIZZANI, M., VALENTÍ VIDAL, A., REUTSKAJA, E. (2022). AéroTec Systèmes and the Space Tourism Race. IESE, M-1395-E.
ROCHA E OLIVEIRA, P., CAPIZZANI, M., VALENTÍ VIDAL, A., REUTSKAJA, E. (2022). AéroTec Systèmes y la carrera del turismo espacial. IESE, M-1395.

Technical Notes

GONZÁLEZ, J. (2021). Elección de mercado: target y posicionamiento. IESE, MN-412.
GONZÁLEZ, J. (2021). Diseño de la oferta: carteras de productos, marcas y precios. IESE, MN-413.
GONZÁLEZ, J. (2021). Market Selection: Target Customers and Positioning. IESE, MN-412-E.
GONZÁLEZ, J. (2021). Design of the Offering: Product Portfolios, Brands and Prices. IESE, MN-413-E.
GONZÁLEZ, J. (2021). Elementos de la estrategia de marketing. IESE, MN-410.