UC3M Business - Profesor MERCEDES ESTEBAN-BRAVO

email:
mesteban@emp.uc3m.es

dirección / oficina:
C/ Madrid, 126 - 28903 Getafe (Madrid) Spain / 6.0.46

teléfono / fax:
(34) 91 624 89 21 /

BUSINESS UC3M

@UC3M_BUSINESS

MERCEDES ESTEBAN-BRAVO

Catedrático de Marketing

Educación

Licenciada en CC. Matemáticas, especializada en Investigación Operativa; Universidad Complutense, Madrid.
Doctora en Economía, Departamento de Estadística y Econometría, Universidad Carlos III de Madrid.

Publicaciones seleccionadas

LIBROS

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. Puede descargarse materiales complementarios, incluyendo transparencias (en inglés) desde aquí.

ARTÍCULOS

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.
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), 2016, 780-796.
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.
Esteban-Bravo, M.; Jimenez-Rubido, L. ; and Vidal-Sanz, J. M., "Predicting the virality of fake news in the early stage of dissemination," Expert Systems with Applications, 2024, forthcoming.

+ BIO

Mercedes es catedrática de Comercialización e Investigación de Mercados en el Departamento de Economía
de la Empresa y directora del programa MSc in Marketing de la Universidad Carlos III de Madrid.

Su investigación se engloba dentro del área del marketing cuantitativo, combinando técnicas de investigación operativa y para la toma de decisiones de marketing. Es licenciada en Matemáticas, especializada en Investigación de Operaciones, y doctora en Economía. Su investigación ha sido publicada en revistas académicas como 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, entre otros. Algunas líneas de investigación actual se centra en el desarrollo de herramientas analíticas de marketing para gestión de relaciones con clientes (CRM), redes sociales y marketing online.

Es una de los co-autores del juego de negocio de estrategia de marketing QUANTUM (para información adicional, hacer click AQUI).

+ Publicaciones

LIBROS

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.

ARTÍCULOS

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.