Big Data - Big Growth

Big Data - Big Growth

29/Mar/2017 from 19:30 a 20:45

Madrid, Camino del Cerro del Águila, 3

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SEO, SEM, redes sociales, branded content, display advertising, big data... La irrupción de nuevos actores, canales y herramientas está revolucionando el mundo del marketing. Al mismo tiempo, los clientes han tomado conciencia de su poder. Examinan y comparan día a día a las empresas. Muchos ni siquiera se quejan, simplemente cambian de opción. Así que hay que conocerlos mejor que nunca.

En este entorno tan cambiante, muchos directivos de las áreas comerciales, formados en estrategias y tácticas tradicionales, se preguntan si sus conocimientos se han quedado obsoletos e incluso si han dejado de ser competitivos en el mercado de trabajo.

Durante la sesión se presentará el libro Marketing estratégico, coordinado por los profesores del IESE Julián Villanueva y Juan Manuel de Toro, que trata de poner un poco de orden a este estado de confusión.

Ponentes:
D. José Carlos González-Hurtado, Presidente, IRI International
Prof. Juan Manuel de Toro, Dirección Comercial, IESE
Prof. Julián Villanueva, Dirección Comercial, IESE

Speakers

  • José Carlos González-Hurtado

    Presidente, IRI International

  • Juan-Manuel-de-Toro-PA.jpg

    Academic Director, Institute for Media and Entertainment (IME)

    Juan Manuel de Toro is professor in the Marketing Department. His areas of specialization include advertising, communication, brand creation, management and appraisal, and channel-consumer promotional strategy.
  • Julián-Villanueva-PA.jpg

    Co-Associate Director, Faculty (Learning Innovation and Madrid Campus ) / Head of Department, Marketing / Co-Director, Center for Innovation Marketing and Strategy (CIMS)

    Prof. Julian Villanueva is the Head of the Marketing Department at IESE Business School. He holds a Ph.D. in Management (Marketing) from UCLA, a MBA at IESE, and a B.A. in Economics (Universidad Complutense de Madrid). His research interests are in the area of Customer Equity. Specifically, developing models capable of measuring and managing the discounted sum of cash-flows of a company's pool of customers. <BR> <BR>He is also interested in digital marketing, retailing, salesforce management, and linking marketing spending to long-run performance. His research has been published in the <i>Journal of Marketing Research</i>, <i>Journal of Marketing</i> and <i>Quantitative Marketing and Economics</i>, among others. Prof. Villanueva is also the author of several books, and more than 30 case studies and technical notes. Two of his cases are in the Harvard Business School Premier Case Collection. He has also taught executives at CEIBS (China), Nile University (Egypt), INALDE (Colombia), IPADE (Mexico), IDE (Ecuador), PAD (Perú) and IEEM (Uruguay).<BR> <BR>He joined IESE in 1997 as an Instructor in the Marketing Department. Before doing his MBA he worked for Promodès (currently Carrefour) as a product manager in the private labels' department. He has consulted for several companies such as Telefónica, Grupo Santander, Bankinter, Caprabo, Eroski, Antonio Puig, Mastercard, Nestle, Nabisco. His consulting projects have varied from market research studies, marketing dashboards, customer segmentation, positioning recommendations, international expansion and general marketing strategy. He has also served as a board member of several firms.