Departamento de Dirección Comercial

Director: Carlos García Pont

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

June 14, 2023
SHELLE SANTANA
Bentley University
“What’s the Point of Points? Understanding How Consumers Value and Spend Loyalty Currency”

May 10, 2023
GOKHAN YILDIRIM
Imperial London College
“The Role of Customer Mind-Set Metrics in Optimal Advertising Decisions”

April 26, 2023
RETO HOFSTETTER
Universitát Luzern
“Beyond Scarcity: Understanding Consumers’ Willingness-to-Pay for Non-Fungible Tokens”

April 12, 2023
RAJESH CHANDY
London Business School
“Product Innovation in Loans for Entrepreneurs in Ghana”

February 8, 2023
CHADWICK J. MILLER
Washington State University, Carson College of Business
“The Impact of National Elections on Advertising and Incentive Effectiveness for Foreign vs. Domestic Brands: Evidence from the 2016 USA Presidential Election”

February 6, 2023
DANIEL MIRNY
University of California Los Angeles
“Source Memory is More Accurate for Opinions Than for Facts”

October 18, 2022
MAXIMILIAN MATTHE
Goethe University Frankfurt
“Identifying Consumers’ Information Needs in Online Search”

October 17, 2022
ELISA SOLINAS
University of Southern California
“Consumers’ Reaction to Taste-Based Product Modifications”

October 11, 2022
YEGOR TKACHENKO
Columbia University
“The Effect of Digitizing Community Activities on Community Participation: Evidence from Meetup.com”

October 6, 2022
GWEN AHN
University of Michigan
“Leveraging Variety Preferences to Customize Bundles for Experiential Goods: An Application to Performing Arts Subscriptions”

September, 10 2021
RAHIN HOSEINI
Pompeu Fabra University
“The Scale Effect: How Rating Scales Affect Product Evaluation”

September, 16 2021
MARTINA POCCHIARI
Rotterdam School of Management, Erasmus University
“The Effect of Digitizing Community Activities on Community Participation: Evidence from Meetup.com”

September, 17 2021
STEPHANIE SMITH
UCLA Anderson School of Management
“Consumers Undervalue Multi-Option Alternatives in Two-Stage Choice”

September, 28 2021
SHIRLY BLUVSTEIN
STERN School of Business, New York University
“Nothing Matters”: Zero Opt-Out Increases Consumers’ Voluntary Payments”

September, 29 2021
GIZEM YALCIN
Rotterdam School of Management, Erasmus University
“Thumbs up or Down: Consumer Reactions To Decisions By Algorithms versus Humans”

September, 30 2021
SERENA HAGERTY
Harvard Business School
“Zero-Sum Perceptions Reduce Acceptability of Premium Offerings”

October, 4 2021
FANGFEI GUO
Texas A & M University
“The Effectiveness of Membership Free Shipping: An Empirical Investigation on Consumers’ Purchase Behaviors and Retailers’ Profits”

December, 9 2021
CHADWICK J. MILLER
Carson College of Business, Washington State University
“Advertising and Well-Being: A Longitudinal Examination of Advertising’s Impact on Life Satisfaction”

December, 10 2021
KURT MUNZ
Bocconi University
“Sound Judgment: The Key Role of Evaluability in Voice-based Judgment”

December, 21 2021
CLAIRE LINARES
HEC Paris
“The Brands in Our Faces:The Existence and Manifestation of Brand–User Facial Stereotypes”

January , 25 2022
IRENE SCOPELLITI
City University of London
“Big Data Biases”

March, 15 2022
VARDIT LANDSMAN
Erasmus University Rotterdam
“Biopharma M&As: Does Marketing Effectiveness Suffer or Surge?”

April, 28 2022
ANDREAS LANZ
HEC Paris
“Influence Corridors: A New Path to Seeding Targets on User-Generated Content Platforms”

April, 29 2022
NINA MAZAR
Boston University
“Nudging the nudger: The effect of providing performance feedback to customer service representatives on organ donor registrations”

Seminarios pasados

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

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

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

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

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

June 11

ABHISHEK BORAH
INSEAD
“Language and Marketing Strategy”

May 15

DAVIDE PROSERPIO
University of South California

May 7

ANNE-KATHRIN KLESSE
Erasmus University
“Put the Cookies in the Jar: The Presence of Food Decreases Enjoyment of Ongoing, Unrelated Experiences”

April 23

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

March 29

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

ANNE LAURE SELLIER
HEC Paris
“Scheduling Style and Creativity”

March 28

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

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

MARNIK DEKIMPE
Tilburg University
“The future of private‐label markets: A global convergence approach”

October 9

LUKE NOWLAND
University of Miami Business School
“Busyness Enhances Consumer Creativity”

October 1

JORN BOEHNKE
Harvard University
“Using Machine Learning to Predict Price Dispersion”

October 5

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

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

September 25

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

September 21

DIEGO APARICIO
MIT Massachussetts Institute of Technology
“Quantum Prices”

September 10

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

June 28

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

May 24

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

April 16

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

March 16 

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

March 16 

Prof. PETER EBBES
HEC Paris
“Gremlins in the Data: Identifying the Information Content of Research Subjects”

March 16 

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

March 15

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

March 15 

Prof. KELLY HAWS
Owen Graduate School of Management, Vanderbilt University
“Consumer Responses to Serving Sizes”

March 15 

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

March 15

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

February 19

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

Director

Carlos García Pont

Carlos García Pont

Professor

Dirección Comercial y de Análisis de Situaciones de Negocio

Tiempo completo

Diego Aparicio

Diego Aparicio

Assistant Professor

Dirección Comercial
Mario Capizzani

Mario Capizzani

Senior Lecturer

Dirección Comercial
Juan Manuel de Toro

Juan Manuel de Toro

Professor

Dirección Comercial
Luis Ferrándiz

Luis Ferrándiz

Professor of the Practice of Management

Dirección Comercial
Iñigo Gallo

Iñigo Gallo

Associate Professor

Dirección Comercial
Francisco Iniesta

Francisco Iniesta

Professor

Dirección Comercial
Vardit Landsman

Vardit Landsman

Visiting Professor

Dirección Comercial
Claire Linares

Claire Linares

Assistant Professor

Dirección Comercial
Daniel Mirny

Daniel Mirny

Assistant Professor

Dirección Comercial
José Luis Nueno

José Luis Nueno

Professor

Dirección Comercial
Elena Reutskaja

Elena Reutskaja

Professor

Dirección Comercial
Albert Valentí

Albert Valentí

Assistant Professor

Dirección Comercial
Julián Villanueva

Julián Villanueva

Professor

Dirección Comercial

Emérito

Vicente Font

Vicente Font

Emeritus Professor

Dirección Comercial
Lluís G. Renart

Lluís G. Renart

Emeritus Professor

Dirección Comercial

Colaboradores externos

Cosimo Chiesa

Cosimo Chiesa

Professor

Dirección Comercial
Fuencisla Clemares

Fuencisla Clemares

Lecturer

Dirección Comercial
Alex Cruz

Alex Cruz

Lecturer

Dirección Comercial
Carlos Folle

Carlos Folle

Affiliated Lecturer

Dirección Comercial
Jorge González

Jorge González

Senior Lecturer

Dirección Comercial
Rubens Migliaccio

Rubens Migliaccio

Lecturer

Dirección Comercial
Xavier Oliver

Xavier Oliver

Professor

Dirección Comercial
Paulo Rocha e Oliveira

Paulo Rocha e Oliveira

Senior Lecturer

Dirección Comercial y de Operaciones, Información y Tecnología

Former Collaborators

Victoriano Vila

Victoriano Vila

Former Collaborator

Dirección Comercial

Publicaciones

Artículos en journal con referee

KOCHANOWSKA, E., COLEMAN, M., REUTSKAJA, E., MILLS, C., WORMWOOD, J. (2023). Discount rates vary within individuals throughout daily life in conjunction with momentary changes in affect. Social Psychological and Personality Science. doi:10.1177/19485506231212526. (Online first) GALLO, Í., EDSON ESCALAS, J., SOOD, S. (2023). Transported through time. The Narrative processing of experiential purchases. Journal of the Association for Consumer Research. doi:10.1086/727838. (Forthcoming) VALENTÍ, A., SRINIVASAN, S., YILDIRIM, G., PAUWELS, K. (2023). Direct mail to prospects and email to current customers? Modeling and field-testing multichannel marketing. Journal of the Academy of Marketing Science. doi:10.1007/s11747-023-00962-2. (Online first) FASOLO, B., MISURACA, R., REUTSKAJA, E. (2023). Choose as much as you wish. Freedom cues in the marketplace help consumers feel more satisfied with what they choose and improve customers experience. JOURNAL OF EXPERIMENTAL PSYCHOLOGY-APPLIED. (Online first) APARICIO, D., RIGOBON, R. (2023). Quantum prices. Journal of International Economics, 143, Article 103770. doi:10.1016/j.jinteco.2023.103770. VALENTÍ, A., YILDIRIM, G., VANHUELE, M., SRINIVASAN, S., PAUWELS, K. (2023). Advertising’s sequence of effects on consumer mindset and sales. A Comparison across brands and product categories. International Journal of Research in Marketing, 40 (2), 435-454. doi:10.1016/j.ijresmar.2022.12.002. GALLO, Í., MILLER, C. J., HAGHIGHI, N., GILOVICH, T. D. (2023). The differential impact of uncertainty on the evaluation of material and experiential purchases. Marketing Letters. doi:10.1007/s11002-023-09686-3. (Online first) 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.

Working papers

APARICIO, D., ECKLES, D., KUMAR, M. (2023). Algorithmic pricing and consumer sensitivity to price variability. 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. 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). BITRAN, G. R., ROCHA E OLIVEIRA, P., SCHILKRUT, A. (2008). Managing customer relationships through price and service quality (DI-750-E).

Proceedings

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.

Artículos en otras publicaciones

BERTINI, M., APARICIO, D., AYDINLI, A. (2023). Can friction improve your customers' experiences? MIT Sloan Management Review, 65 (1), 1-7. 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? Forbes.com. 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).

Libros

NUENO, J. L. (2023). Todo es terrible, pero yo estoy bien. Barcelona: AECOC. 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.

Libros editados

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).

Capítulos de libros

APARICIO, D., MISRA, K. (2022). Artificial intelligence and pricing. In Sudhir, K. and Toubia, O. (Eds.), Artificial intelligence in marketing (pp. 103-124). Bingley: Emerald Publishing Limited. 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, R. (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).

Estudios

IESE BUSINESS SCHOOL,, VEEPEE (2023). The future of ecommerce in Spain. IESE, Barcelona, Spain. NUENO, J. L., URIEN LUZÓN, A. (2023). El comportamiento del sector de la moda en el 2022: Barómetro Fintonic Intent HQ. IESE. IESE BUSINESS SCHOOL,, VEEPEE (2022). II Estudio Veepee-IESE sobre el futuro del ecommerce en España. IESE, Barcelona, España. 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.

Casos

SCHAUB, C., NUENO, J. L. (2023). Ganni and Farfetch: The Collaboration Decision. IESE, M-1406-E. OLIVER, X., VALENTÍ, A., ISAAC SASTRE BOQUET (2023). Keeping an eye on the brand: Etnia Barcelona's retail strategy. IESE, M-1407-E. FERRÁNDIZ, L., INIESTA, F., VILLANUEVA, J. (2023). Pompeii: A Step Forward. IESE, M-1394-E. FERRÁNDIZ, L., INIESTA, F., VILLANUEVA, J. (2023). Pompeii: un paso adelante. IESE, M-1394. VILLANUEVA, J., FERRÁNDIZ, L. (2023). Mercadona Tech: separar la ducha de la bañera. IESE, M-1396.

Notas técnicas

KOCHANOWSKA, E., REUTSKAJA, E. (2023). Temporal Discounting, or Why We Want Things NOW. IESE, MN-414-E. KOCHANOWSKA, E., REUTSKAJA, E. (2023). The Power of the Default, or Why We Stick With the Status Quo. IESE, MN-415-E. KOCHANOWSKA, E., REUTSKAJA, E. (2023). How to Conduct a Good Experiment Online. IESE, MN-416-E. GARCÍA PONT, C. (2023). Breve introducción a los deberes y las responsabilidades de los consejeros. IESE, MN-417. GARCÍA PONT, C. (2023). Brief Introduction to the Duties and Responsibilities of Directors. IESE, MN-417-E.