address / office:
C/ Madrid, 126 - 28903 Getafe (Madrid) Spain / 6.0.46
phone / fax:
(34) 91 624 89 21 / (34) 91 624 96 07



Professor of Marketing


  • Licentiate in Mathematics (5 years degree, equivalent to BSc+MSc), specialized in Operations Research; University Complutense, Madrid.
  • PhD in Economics (including 2 years research MSc);  Department of Statistics and Econometrrics, University Carlos III of Madrid.

Selected publications



Mercedes is Full Professor of Marketing and Market Research at the Department of Business Administration and Program Director of MSc in Marketing at Universidad Carlos III de Madrid.

Mercedes Esteban-Bravo is a quantitative marketing researcher pursuing lines of research that link operations
research/management science and marketing. She holds a bachelor's degress in Mathematics, specialized in Operations Research, and a PhD in Economics. Her research has been published in academic journals such as
Marketing Science, International Journal of Research in Marketing, Marketing Letters, Journal of Advertising, Technological Forecasting and Social Change, European Journal of Operational Research, Journal of the Operational Research Society, or Statistics and Computing, among others. Some research lines are focused on the development of marketing analytic tools for customer relationship management (CRM), social networks and online marketing. 

She is one of the coauthors of the marketing business game QUANTUM (for additional information, click HERE).


Esteban-Bravo, M.; and J. M. Vidal-Sanz (2021), Marketing Research Methods: Quantitative and Qualitative Approaches, Cambridge, UK: Cambridge University Press. Paperback ISBN: 9781108792691; Hardback ISBN: 9781108834988, Online ISBN: 9781108874748. 


Esteban-Bravo, M.: “Computing equilibria in general equilibrium models via interior-point method”, Computational Economics, vol. 23(2), 2004, 147-171.

Esteban-Bravo, M., Mugica, J.M., & Vidal-Sanz, J.M.: Optimal Duration of Magazine Promotions”, Marketing Letters, vol. 16 (2), 2005, 99–114.

Esteban-Bravo, M. & Vidal-Sanz, J.M.: “Valuation of boundary-linked assets by stochastic boundary value problems solved with a wavelet-collocation algorithm”, Computers And Mathematics With Applications (CAMWA), vol. 52 (1-2), 2005, 137-160.

Lehmann, D.R. & Esteban-Bravo, M.: “When Giving Some Away Makes Sense to Jump-Start the Diffusion Process”, Marketing Letters, vol. 17 (4), 2006, 243-254. 

Esteban-Bravo, M. & Rustem, B.: “Worst case modelling for management decisions in electricity markets with incomplete information”. In Kontoghiorghes, Erricos J.; Gatu, Cristian (Eds.): Optimisation, Econometric and Financial Analysis, Series: Advances in Computational Management Science, vol. 9, 2006, 29-50. ISBN: 978-3-540-36625-6.

Esteban-Bravo, M. & Vidal-Sanz, J.M.: “Worst-Case Estimation for Econometric Models with Unobservable Components”, Computational Statistics and Data Analysis, vol. 51 (7), 3330-3354. 

Esteban-Bravo, M. & Vidal-Sanz, J.M.: “Computing Continuous-Time Growth Models with Boundary Conditions via Wavelets”, Journal of Economics Dynamics and Control (JEDC), vol. 31 (11), 2007, 3614-3643.

Esteban-Bravo, M. & Nogales, F.J.: "Solving dynamic stochastic economic models by mathematicalprogramming decomposition methodsComputers & Operations Research, vol. 35 (1), 2008, 226-240.

Esteban-Bravo, M.: “An interior-point algorithm for computing equilibria in economies with incomplete asset markets”, Journal of Economic Dynamics and Control, vol. 32 (3), 2008, 677-694.

Esteban-Bravo, M., Mugica, J.M., & Vidal-Sanz, J.M.: “Magazine Sales Promotion: a Dynamic Response Analysis”, Journal of Advertising, vol. 38 (1), 2009, 137-146.

Esteban-Bravo, M. & Lado, N.: “Brand value in horizontal alliances: the case of twin-cars”, Journal of the Operational Research Society, vol. 62, 2011, 1533-1542.

Avagyan, V., Esteban-Bravo, M. & Vidal-Sanz, J.M.:  "Licensing Radical Product Innovations to Speed Up their Diffusion", European Journal of Operational Research, vol. 239 (2), 2014, 542–555.

Sriram, S., Manchanda. P., Esteban Bravo, M., Chu, J., Ma, L., Song, M., Shriver, S. & Subramanian, U.: "Platforms: A Multiplicity of Research Opportunities", Marketing Letters, vol. 26 (2), 2015, 141-152.

Esteban-Bravo, M., Vidal-Sanz, J.M. & Yildirim, G.:  "Valuing Customer Portfolios with Endogenous Mass and Direct Marketing Interventions Using a Stochastic Dynamic Programming Decomposition", Marketing Science, vol. 33 (5), 2014, 621–640. 

Esteban-Bravo, M., Vidal-Sanz, J.M. & Yildirim, G.:  "Historical impact of technological change on the US mass media advertising expenditure", Technological Forecasting and Social Change, vol. 100, November 2015, 306–316.

Avagyan, V, Esteban-Bravo, M. & Vidal-Sanz, J.M.: "Riding Successive Product Diffusion Waves. Building a Tsunami via Upgrade-Rebate Programs", International Journal of Research in Marketing, vol. 33 (4), December 2016, 780-796.

Esteban-Bravo, M., Leszkiewitcz, A. & Vidal-Sanz, J.M.: "Exact optimal experimental designs with constraints," Statistics and Computing, vol. 27 (3), May 2017, 845–863

Esteban-Bravo, M., Vidal-Sanz, J.M. & Yildirim, G.: "Can retail sales volatility be curbed through marketing actions?", Marketing Science, vol. 36 (2), 2017, 232–253.

Callejo, P.; A. Cuevas, R. Cuevas, M. Esteban-Bravo, J. M. Vidal-Sanz, "Tracking Fraudulent and Low-Quality Display Impressions Journal of Advertising,  49 (3), 2020, 309-319.

Esteban-Bravo, M.; Jimenez-Rubido, L. ; and J. M. Vidal-Sanz, "Predicting the virality of fake news in the early stage of dissemination," Expert Systems with Applications,  2024, forthcoming.