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

MERCEDES ESTEBAN-BRAVO

Professor of Marketing

Selected publications

(RECENT PUBLICATIONS)

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.


Mercedes is Full Professor of Marketing and Market Research at the Department of Business Administration and Program Director of Master's 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.: “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.: “Reducing the curse of dimensionality in dynamic stochastic economic models by 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.