MERCEDES ESTEBAN-BRAVO
e-mail
email:
mesteban@emp.uc3m.es
telefono
address / office:
C/ Madrid, 126 - 28903 Getafe (Madrid) Spain / 6.0.46
telefono
phone / fax:
(34) 91 624 89 21 / (34) 91 624 96 07
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BUSINESS UC3M
@UC3M_BUSINESS

MERCEDES ESTEBAN-BRAVO

Associate Professor of Marketing

Selected publications

(RECENT PUBLICATIONS)


Vardan Avagyan, Mercedes Esteban-Bravo, and Jose M. Vidal-Sanz. "Riding Successive Product Diffusion Waves. Building a Tsunami via Upgrade-Rebate Programs," International Journal of Research in Marketing. Forthcoming


Mercedes Esteban-Bravo, Agata Leszkiewitcz, and Jose M. Vidal-Sanz (2016), "Exact optimal experimental designs with constraints," Statistics and Computing, Forthcoming. 


Mercedes Esteban-Bravo, Jose M. Vidal-Sanz, & Gökhan Yildirim, Can retail sales volatility be curbed through marekting actions?, Marketing Science. Forthcoming.


Mercedes is Associate Professor at the Department of Business Administration and Program Director of Master's in Marketing at Universidad Carlos III de Madrid.

Her area of expertise is marketing modeling and business analytics. Her work encompasses a wide range of problem-solving techniques for modeling and decision-making, such as mathematical programming, optimal control, dynamic programming, and applied econometrics.

She has recently addressed problems related to CRM planning, optimal budget allocation accounting for risk, diffusion of new products, sales acceleration strategies and optimal design of conjoint experiments.

A different line of work has been concerned with the development of teaching tools based on marketing business games and simulation. For additional information see: /portal/page/portal/dpto_economia_empresa/home/research/Software/Quantum.

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


Mercedes Esteban-Bravo, Jose M. Múgica,
Jose M. Vidal-Sanz (2005): “Optimal Duration of Magazine Promotions”,
Marketing Letters, Volume 16, issue 2, pp. 99–114.


Mercedes
Esteban-Bravo, Jose M. Vidal-Sanz (2006): “Valuation of boundary-linked
assets by stochastic boundary value problems solved with a
wavelet-collocation algorithm”, Computers And Mathematics With
Applications (CAMWA), Volume 52, Issue 1-2, pp. 137-160.


Donald R. Lehmann, Mercedes Esteban-Bravo (2006) “When Giving Some Away
Makes Sense to Jump-Start the Diffusion Process”. Marketing Letters, 17,
Issue 4, pp. 243-254.


Mercedes Esteban-Bravo, Berc Rustem
(2007) “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, pp.
29-50. ISBN: 978-3-540-36625-6.


Mercedes Esteban-Bravo, Jose
M. Vidal-Sanz (2007): “Worst-Case Estimation for Econometric Models with
Unobservable Components”, Computational Statistics and Data Analysis,
Volume 51, Issue 7, pp. 3330-3354.


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


Mercedes
Esteban-Bravo, F. Javier Nogales (2008). “Reducing the curse of
dimensionality in dynamic stochastic economic models by decomposition
methods” Computers & Operations Research, Volume 35, Issue 1, pp.
226-240.


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


Mercedes Esteban-Bravo, Jose M. Múgica,
Jose M. Vidal-Sanz (2009): “Magazine Sales Promotion: a Dynamic
Response Analysis”, Journal of Advertising, Volume 38, Number 1,
pp.137-146.


Mercedes Esteban-Bravo, Nora Lado (2011): “Brand
value in horizontal alliances: the case of twin-cars”, Journal of the
Operational Research Society, Volume 62, pp. 1533-1542.


Vardan
Avagyan, Mercedes Esteban-Bravo, & Jose M. Vidal-Sanz, (2014)
Licensing Radical Product Innovations to Speed Up their Diffusion.
European Journal of Operational Research, Volume 239, Issue 2, pages
542–555.


S. Sriram , Puneet Manchanda , Mercedes Esteban
Bravo , Junhong Chu , Liye Ma , Minjae Song , Scott Shriver , Upender
Subramanian  (2015), Platforms: A Multiplicity of Research
Opportunities, Marketing Letters, Volume 26, Issue 2, pp 141-152.


Mercedes
Esteban-Bravo, Jose M. Vidal-Sanz, & Gökhan Yildirim, (2014)
"Valuing customer portfolios with endogenous mass-and-direct-marketing
interventions using a Stochastic Dynamic Programming Decomposition,"
Marketing Science, Volume 33, Issue 5, pp. 621–640. Lead article.


Mercedes
Esteban-Bravo, Jose M. Vidal-Sanz, & Gökhan Yildirim, (2015)
Historical impact of technological change on the US mass media
advertising expenditure. Technological Forecasting and Social Change,
Volume 100, November 2015, Pages 306–316.


Avagyan, Vardan, Mercedes Esteban-Bravo, and Jose M. Vidal-Sanz. "Riding Successive Product Diffusion Waves. Building a Tsunami via Upgrade-Rebate Programs," International Journal of Research in Marketing. Forthcoming. 


Mercedes Esteban-Bravo, Agata Leszkiewitcz, and Jose M. Vidal-Sanz (2016), "Exact optimal experimental designs with constraints," Statistics and Computing, Forthcoming. 


Mercedes Esteban-Bravo, Jose M. Vidal-Sanz, & Gökhan Yildirim, Can retail sales volatility be curbed through marekting actions?, Marketing Science. Forthcoming.