BUSINESS UC3M

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Mercedes Esteban-Bravo

Full Professor of Marketing

Education

  • Bachelor of Science in Mathematics, specializing in Operations Research; Complutense University, Madrid.
  • Doctorate in Economics, Department of Statistics and Econometrics, Universidad Carlos III de Madrid.

Selected publications

BOOKS

ARTICLES

Mercedes is a Professor of Marketing and Market Research in the Department of Business Economics and director of the MSc in Marketing program at Universidad Carlos III de Madrid.

Her research falls within the area of quantitative marketing, combining operations research techniques for marketing decision-making. She holds a degree in Mathematics, specializing in Operations Research, and a doctorate 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 current lines of research focus on the development of analytical marketing tools for customer relationship management (CRM), social networks, and online marketing.

BOOKS

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.

ARTICLES

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 methods” Computers & 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.

BUSINESS UC3M

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