Albert
Valentí

Associate Professor of Marketing

• Ph.D. in Management, Boston University
• Master in Business Administration, IESE Business School, University of Navarra
• M.S. in Industrial Engineering, Universitat Politècnica de Catalunya

Albert Valentí is Associate Professor in the Marketing Department. He has taught Marketing Research at Boston University, Marketing Management at IESE Business School and has published several cases for class discussion.

His research has received prestigious awards for its impact in business practice. He is the recipient of the 2018 ISMS-MSI Gary Lilien Practice Prize Award for an outstanding implementation of marketing science concepts and methods. Assistant Professor Valentí was also the winner of the 2017 AMA-EBSCO Answers in Action Grant initiative for a project that represents a deep collaboration between academia and industry.

He has professional and academic experience in four continents. He has advised service and industrial multinationals in several sectors. He has also cofounded and participated in the development of a tech startup.

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Areas of interest.

• Customer Analytics
• Marketing Resource Allocation
• Digital Marketing
• Field Experimentation

Publications

Journal Articles (refereed)

VALENTÍ, A., MILLER, C. J., TUCKER, C. (2025). Combining ad targeting techniques. Evidence from a field experiment in the auto industry. Management Science. doi:10.1287/mnsc.2023.02310. (Online first) VALENTÍ, A., SRINIVASAN, S., YILDIRIM, G., PAUWELS, K. (2024). Direct mail to prospects and email to current customers? Modeling and field-testing multichannel marketing. Journal of the Academy of Marketing Science, 52 (3), 815-834. doi:10.1007/s11747-023-00962-2. 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.

Working Papers

VALENTÍ, A., MARTÍNEZ DE ALBÉNIZ, V. (2022). Shopping distancing. The Impact of travel cost on shopping destination choices. Manufacturing & Service Operations Management.

Cases

VALENTÍ, A., GALLO, Í., PUIGFERRAT, M. D. M. (2025). Scent-sational shift: Exploring a repositioning for EQUIVALENZA. IESE, M-1417-E. VALENTÍ, A., MARKAKIS, M. G., GARITANO, T. (2025). EcoMetrics: qué precio ponerle a la medición de la publicidad sostenible. IESE, M-1420. VALENTÍ, A., MARKAKIS, M. G., GARITANO, T. (2025). EcoMetrics: How to price the measurement of sustainable advertising? IESE, M-1420-E.

Technical Notes

GALLO, Í., VALENTÍ VIDAL, A., SEGARRA, J. (2020). Web Analytics: Demystifying Performance Marketing. IESE, MN-406-E.

Outputs in other media

VALENTÍ, A. (2024). La publicidad apela al corazón, la razón y las experiencias para atraer al cliente. Diario de Navarra, Comunidad Foral de Navarra.