{"id":5439,"date":"2025-04-24T15:56:32","date_gmt":"2025-04-24T13:56:32","guid":{"rendered":"https:\/\/indem.uc3m.es\/members\/mercedes-esteban-bravo\/"},"modified":"2026-01-16T18:19:52","modified_gmt":"2026-01-16T17:19:52","slug":"mercedes-esteban-bravo","status":"publish","type":"members","link":"https:\/\/indem.uc3m.es\/en\/members\/mercedes-esteban-bravo\/","title":{"rendered":"Mercedes Esteban-Bravo"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"5439\" class=\"elementor elementor-5439 elementor-5110\" data-elementor-post-type=\"members\">\n\t\t\t\t<div data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-element elementor-element-11f18f9f e-flex e-con-boxed e-con e-parent\" data-id=\"11f18f9f\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-element elementor-element-1e3a01db e-con-full e-flex e-con e-child\" data-id=\"1e3a01db\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4dcf89d elementor-widget-mobile__width-inherit elementor-widget elementor-widget-image\" data-id=\"4dcf89d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1103\" height=\"1103\" src=\"https:\/\/indem.uc3m.es\/wp-content\/uploads\/2025\/04\/perfil-1448741497.png\" class=\"attachment-full size-full wp-image-5112\" alt=\"\" srcset=\"https:\/\/indem.uc3m.es\/wp-content\/uploads\/2025\/04\/perfil-1448741497.png 1103w, https:\/\/indem.uc3m.es\/wp-content\/uploads\/2025\/04\/perfil-1448741497-300x300.png 300w, https:\/\/indem.uc3m.es\/wp-content\/uploads\/2025\/04\/perfil-1448741497-1024x1024.png 1024w, https:\/\/indem.uc3m.es\/wp-content\/uploads\/2025\/04\/perfil-1448741497-150x150.png 150w, https:\/\/indem.uc3m.es\/wp-content\/uploads\/2025\/04\/perfil-1448741497-768x768.png 768w\" sizes=\"(max-width: 1103px) 100vw, 1103px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-73bafcc1 elementor-widget elementor-widget-spacer\" data-id=\"73bafcc1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-56b84fa0 elementor-hidden-mobile elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"56b84fa0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"mailto:rosa.rodriguez@uc3m.es\">\n\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-far-envelope\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M464 64H48C21.49 64 0 85.49 0 112v288c0 26.51 21.49 48 48 48h416c26.51 0 48-21.49 48-48V112c0-26.51-21.49-48-48-48zm0 48v40.805c-22.422 18.259-58.168 46.651-134.587 106.49-16.841 13.247-50.201 45.072-73.413 44.701-23.208.375-56.579-31.459-73.413-44.701C106.18 199.465 70.425 171.067 48 152.805V112h416zM48 400V214.398c22.914 18.251 55.409 43.862 104.938 82.646 21.857 17.205 60.134 55.186 103.062 54.955 42.717.231 80.509-37.199 103.053-54.947 49.528-38.783 82.032-64.401 104.947-82.653V400H48z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Email: rosa.rodriguez@uc3m.es<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-map-marker-alt\" viewBox=\"0 0 384 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M172.268 501.67C26.97 291.031 0 269.413 0 192 0 85.961 85.961 0 192 0s192 85.961 192 192c0 77.413-26.97 99.031-172.268 309.67-9.535 13.774-29.93 13.773-39.464 0zM192 272c44.183 0 80-35.817 80-80s-35.817-80-80-80-80 35.817-80 80 35.817 80 80 80z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Address \/ office: C\/ Madrid, 126 - 28903 Getafe (Madrid) Spain \/ 6.0.43<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-phone-alt\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M497.39 361.8l-112-48a24 24 0 0 0-28 6.9l-49.6 60.6A370.66 370.66 0 0 1 130.6 204.11l60.6-49.6a23.94 23.94 0 0 0 6.9-28l-48-112A24.16 24.16 0 0 0 122.6.61l-104 24A24 24 0 0 0 0 48c0 256.5 207.9 464 464 464a24 24 0 0 0 23.4-18.6l24-104a24.29 24.29 0 0 0-14.01-27.6z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Phone \/ fax: (34) 91 624 86 41<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"http:\/\/rosa-rodriguez-lopez.es\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-link\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M326.612 185.391c59.747 59.809 58.927 155.698.36 214.59-.11.12-.24.25-.36.37l-67.2 67.2c-59.27 59.27-155.699 59.262-214.96 0-59.27-59.26-59.27-155.7 0-214.96l37.106-37.106c9.84-9.84 26.786-3.3 27.294 10.606.648 17.722 3.826 35.527 9.69 52.721 1.986 5.822.567 12.262-3.783 16.612l-13.087 13.087c-28.026 28.026-28.905 73.66-1.155 101.96 28.024 28.579 74.086 28.749 102.325.51l67.2-67.19c28.191-28.191 28.073-73.757 0-101.83-3.701-3.694-7.429-6.564-10.341-8.569a16.037 16.037 0 0 1-6.947-12.606c-.396-10.567 3.348-21.456 11.698-29.806l21.054-21.055c5.521-5.521 14.182-6.199 20.584-1.731a152.482 152.482 0 0 1 20.522 17.197zM467.547 44.449c-59.261-59.262-155.69-59.27-214.96 0l-67.2 67.2c-.12.12-.25.25-.36.37-58.566 58.892-59.387 154.781.36 214.59a152.454 152.454 0 0 0 20.521 17.196c6.402 4.468 15.064 3.789 20.584-1.731l21.054-21.055c8.35-8.35 12.094-19.239 11.698-29.806a16.037 16.037 0 0 0-6.947-12.606c-2.912-2.005-6.64-4.875-10.341-8.569-28.073-28.073-28.191-73.639 0-101.83l67.2-67.19c28.239-28.239 74.3-28.069 102.325.51 27.75 28.3 26.872 73.934-1.155 101.96l-13.087 13.087c-4.35 4.35-5.769 10.79-3.783 16.612 5.864 17.194 9.042 34.999 9.69 52.721.509 13.906 17.454 20.446 27.294 10.606l37.106-37.106c59.271-59.259 59.271-155.699.001-214.959z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Personal website<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/scholar.google.es\/citations?user=2RMEj_4AAAAJ&#038;hl=es\">\n\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fab-google\" viewBox=\"0 0 488 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M488 261.8C488 403.3 391.1 504 248 504 110.8 504 0 393.2 0 256S110.8 8 248 8c66.8 0 123 24.5 166.3 64.9l-67.5 64.9C258.5 52.6 94.3 116.6 94.3 256c0 86.5 69.1 156.6 153.7 156.6 98.2 0 135-70.4 140.8-106.9H248v-85.3h236.1c2.3 12.7 3.9 24.9 3.9 41.4z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Google Scholar<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-far-file-archive\" viewBox=\"0 0 384 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M128.3 160v32h32v-32zm64-96h-32v32h32zm-64 32v32h32V96zm64 32h-32v32h32zm177.6-30.1L286 14C277 5 264.8-.1 252.1-.1H48C21.5 0 0 21.5 0 48v416c0 26.5 21.5 48 48 48h288c26.5 0 48-21.5 48-48V131.9c0-12.7-5.1-25-14.1-34zM256 51.9l76.1 76.1H256zM336 464H48V48h79.7v16h32V48H208v104c0 13.3 10.7 24 24 24h104zM194.2 265.7c-1.1-5.6-6-9.7-11.8-9.7h-22.1v-32h-32v32l-19.7 97.1C102 385.6 126.8 416 160 416c33.1 0 57.9-30.2 51.5-62.6zm-33.9 124.4c-17.9 0-32.4-12.1-32.4-27s14.5-27 32.4-27 32.4 12.1 32.4 27-14.5 27-32.4 27zm32-198.1h-32v32h32z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">CV<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-654d3625 elementor-hidden-mobile elementor-widget elementor-widget-spacer\" data-id=\"654d3625\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6009ffde elementor-hidden-mobile elementor-view-default elementor-position-block-start elementor-mobile-position-block-start elementor-widget elementor-widget-icon-box\" data-id=\"6009ffde\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-box.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-box-wrapper\">\n\n\t\t\t\t\t\t<div class=\"elementor-icon-box-icon\">\n\t\t\t\t<a href=\"https:\/\/x.com\/uc3m_business?lang=es\" class=\"elementor-icon\" tabindex=\"-1\" aria-label=\"BUSINESS UC3M\">\n\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fab-x-twitter\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z\"><\/path><\/svg>\t\t\t\t<\/a>\n\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t<div class=\"elementor-icon-box-content\">\n\n\t\t\t\t\t\t\t\t\t<h3 class=\"elementor-icon-box-title\">\n\t\t\t\t\t\t<a href=\"https:\/\/x.com\/uc3m_business?lang=es\" >\n\t\t\t\t\t\t\tBUSINESS UC3M\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/h3>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<p class=\"elementor-icon-box-description\">\n\t\t\t\t\t\t@UC3M_BUSINESS\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-element elementor-element-3f13077b e-con-full e-flex e-con e-child\" data-id=\"3f13077b\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-29eac646 elementor-widget elementor-widget-heading\" data-id=\"29eac646\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Mercedes Esteban-Bravo<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-26ec2b3a elementor-widget elementor-widget-heading\" data-id=\"26ec2b3a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Professor of Marketing<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4ce47062 elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"4ce47062\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Education<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2087f4c0 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"2087f4c0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2abb11e6 elementor-widget elementor-widget-text-editor\" data-id=\"2abb11e6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<ul><li>Bachelor of Science in Mathematics, specializing in Operations Research; Complutense University, Madrid. <\/li><li>Doctorate in Economics, Department of Statistics and Econometrics, Universidad Carlos III de Madrid.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3e8baeed elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"3e8baeed\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Selected publications<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-41fb73c3 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"41fb73c3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7c715104 elementor-widget elementor-widget-text-editor\" data-id=\"7c715104\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<div><p><strong>BOOKS<\/strong><\/p><ul><li>Esteban-Bravo, M.; and J. M. Vidal-Sanz (2021), <a href=\"https:\/\/www.cambridge.org\/highereducation\/books\/marketing-research-methods\/C9AA7DF0148F4592A05EF8A183A2A15D#key-features\">Marketing Research Methods: Quantitative and Qualitative Approaches<\/a>, Cambridge, UK: Cambridge University Press. <a href=\"https:\/\/www.cambridge.org\/es\/academic\/subjects\/social-science-research-methods\/quantitative-methods\/marketing-research-methods-quantitative-and-qualitative-approaches?format=PB\">Paperback<\/a> ISBN: 9781108792691; <a href=\"https:\/\/www.cambridge.org\/es\/academic\/subjects\/social-science-research-methods\/quantitative-methods\/marketing-research-methods-quantitative-and-qualitative-approaches?format=HB\">Hardback<\/a> ISBN: 9781108834988, <a href=\"https:\/\/www.cambridge.org\/core\/books\/marketing-research-methods\/C9AA7DF0148F4592A05EF8A183A2A15D\">Online<\/a> ISBN: 9781108874748. Supplementary materials, including transparencies (in English), can be downloaded from <a href=\"https:\/\/www.cambridge.org\/highereducation\/books\/marketing-research-methods\/C9AA7DF0148F4592A05EF8A183A2A15D#resources\">here.<\/a> <\/li><\/ul><p><strong>ARTICLES<\/strong><\/p><ul><li>Esteban-Bravo, M., Vidal-Sanz, J.M. &amp; Yildirim, G.: \u201c<a href=\"https:\/\/pubsonline.informs.org\/doi\/pdf\/10.1287\/mksc.2014.0848\">Valuing customer portfolios with endogenous mass-and-direct-marketing interventions using a Stochastic Dynamic Programming Decomposition<\/a>\u201d, Marketing Science vol. 33 (5), 2014, 621\u2013640.<\/li><li>Avagyan, V, Esteban-Bravo, M. &amp; Vidal-Sanz, J.M.: &#8220;<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S016781161630009X\">Riding Successive Product Diffusion Waves. Building a Tsunami via Upgrade-Rebate Programs <\/a>&#8220;, International Journal of Research in Marketing vol. 33 (4), 2016, 780-796.<\/li><li>Esteban-Bravo, M., Vidal-Sanz, J.M. &amp; Yildirim, G.: \u201c<a href=\"https:\/\/doi.org\/10.1287\/mksc.2016.1013\">Can retail sales volatility be curbed through marketing actions?<\/a>\u201d, Marketing Science vol. 36 (2), 2017, 232\u2013253.<\/li><li>Esteban-Bravo, M.; Jimenez-Rubido, L. ; and Vidal-Sanz, J. M., <a href=\"https:\/\/doi.org\/10.1016\/j.eswa.2024.123390\" target=\"_blank\" rel=\"noopener\">\u201c<\/a><a href=\"https:\/\/doi.org\/10.1016\/j.eswa.2024.123390\" target=\"_blank\" rel=\"noopener\">Predicting the virality of fake news in the early stage of dissemination,\u201d<\/a> Expert Systems with Applications, 2024, forthcoming.  <\/li><\/ul><\/div><div id=\"accordion\" class=\"panel-group\" role=\"tablist\" aria-multiselectable=\"true\"><div class=\"panel panel-default\"><div id=\"headingOne\" class=\"panel-heading\" role=\"tab\"> <\/div><\/div><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5492e8a8 uael-faq-box-layout-yes align-at-left elementor-widget elementor-widget-uael-faq\" data-id=\"5492e8a8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"uael-faq.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\n\t\t\t<div id='uael-faq-wrapper-141' class=\"uael-faq-wrapper\">\n\t\t\t\t<div class=\"uael-faq-container uael-faq-layout-accordion\" data-layout=\"accordion\" >\n\t\t\t\t\t\t\t\t\t\t\t\t<div id=\"uael-accordion-9984785\" class=\"uael-faq-accordion\" role=\"tablist\">\n\t\t\t\t\t\t\t\t<div class= \"uael-accordion-title\" aria-expanded=\"false\" role=\"tab\">\n\t\t\t\t\t\t\t\t\t<span class=\"uael-accordion-icon uael-accordion-icon-left\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"uael-accordion-icon-closed\"><svg class=\"e-font-icon-svg e-fas-angle-right\" viewBox=\"0 0 256 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M224.3 273l-136 136c-9.4 9.4-24.6 9.4-33.9 0l-22.6-22.6c-9.4-9.4-9.4-24.6 0-33.9l96.4-96.4-96.4-96.4c-9.4-9.4-9.4-24.6 0-33.9L54.3 103c9.4-9.4 24.6-9.4 33.9 0l136 136c9.5 9.4 9.5 24.6.1 34z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"uael-accordion-icon-opened\"><svg class=\"e-font-icon-svg e-fas-angle-up\" viewBox=\"0 0 320 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M177 159.7l136 136c9.4 9.4 9.4 24.6 0 33.9l-22.6 22.6c-9.4 9.4-24.6 9.4-33.9 0L160 255.9l-96.4 96.4c-9.4 9.4-24.6 9.4-33.9 0L7 329.7c-9.4-9.4-9.4-24.6 0-33.9l136-136c9.4-9.5 24.6-9.5 34-.1z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"uael-question-9984785 uael-question-span\" tabindex=\"0\" id=\"uael-faq-1-6a2df3c27842b\">Biograf\u00eda<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"uael-accordion-content\" role=\"tabpanel\">\n\t\t\t\t\t\t\t\t\t<span>\n\t\t\t\t\t\t\t\t\t<span><p>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.<\/p><p> <\/p><div> <\/div><div>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.   <\/div><\/span>\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div id=\"uael-accordion-a14a01d\" class=\"uael-faq-accordion\" role=\"tablist\">\n\t\t\t\t\t\t\t\t<div class= \"uael-accordion-title\" aria-expanded=\"false\" role=\"tab\">\n\t\t\t\t\t\t\t\t\t<span class=\"uael-accordion-icon uael-accordion-icon-left\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"uael-accordion-icon-closed\"><svg class=\"e-font-icon-svg e-fas-angle-right\" viewBox=\"0 0 256 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M224.3 273l-136 136c-9.4 9.4-24.6 9.4-33.9 0l-22.6-22.6c-9.4-9.4-9.4-24.6 0-33.9l96.4-96.4-96.4-96.4c-9.4-9.4-9.4-24.6 0-33.9L54.3 103c9.4-9.4 24.6-9.4 33.9 0l136 136c9.5 9.4 9.5 24.6.1 34z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"uael-accordion-icon-opened\"><svg class=\"e-font-icon-svg e-fas-angle-up\" viewBox=\"0 0 320 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M177 159.7l136 136c9.4 9.4 9.4 24.6 0 33.9l-22.6 22.6c-9.4 9.4-24.6 9.4-33.9 0L160 255.9l-96.4 96.4c-9.4 9.4-24.6 9.4-33.9 0L7 329.7c-9.4-9.4-9.4-24.6 0-33.9l136-136c9.4-9.5 24.6-9.5 34-.1z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"uael-question-a14a01d uael-question-span\" tabindex=\"0\" id=\"uael-faq-2-6a2df3c2784d6\">Publications<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"uael-accordion-content\" role=\"tabpanel\">\n\t\t\t\t\t\t\t\t\t<span>\n\t\t\t\t\t\t\t\t\t<span><p><strong>BOOKS<\/strong><\/p><div><p>Esteban-Bravo, M.; and J. M. Vidal-Sanz (2021), <a href=\"https:\/\/www.cambridge.org\/highereducation\/books\/marketing-research-methods\/C9AA7DF0148F4592A05EF8A183A2A15D#key-features\">Marketing Research Methods: Quantitative and Qualitative Approaches<\/a>, Cambridge, UK: Cambridge University Press. <a href=\"https:\/\/www.cambridge.org\/es\/academic\/subjects\/social-science-research-methods\/quantitative-methods\/marketing-research-methods-quantitative-and-qualitative-approaches?format=PB\">Paperback<\/a> ISBN: 9781108792691; <a href=\"https:\/\/www.cambridge.org\/es\/academic\/subjects\/social-science-research-methods\/quantitative-methods\/marketing-research-methods-quantitative-and-qualitative-approaches?format=HB\">Hardback<\/a> ISBN: 9781108834988, <a href=\"https:\/\/www.cambridge.org\/core\/books\/marketing-research-methods\/C9AA7DF0148F4592A05EF8A183A2A15D\">Online<\/a> ISBN: 9781108874748.  <\/p><\/div><p><strong>ARTICLES<\/strong><\/p><div> <\/div><p>Esteban-Bravo, M.: \u201c<a href=\"https:\/\/doi.org\/10.1023\/B:CSEM.0000021673.38534.ef\">Computing equilibria in general equilibrium models via interior-point method<\/a>\u201d, Computational Economics, vol. 23(2), 2004, 147-171.<\/p><p>Esteban-Bravo, M., Mugica, J.M., &amp; Vidal-Sanz, J.M.: \u201c<a href=\"https:\/\/doi.org\/10.1007\/s11002-005-1675-z\">Optimal Duration of Magazine Promotions<\/a>\u201d, Marketing Letters, vol. 16 (2), 2005, 99\u2013114.<\/p><p>Esteban-Bravo, M. &amp; Vidal-Sanz, J.M.: \u201c<a href=\"https:\/\/doi.org\/10.1016\/j.camwa.2006.08.010\">Valuation of boundary-linked assets by stochastic boundary value problems solved with a wavelet-collocation algorithm<\/a>\u201d, Computers And Mathematics With Applications (CAMWA), vol. 52 (1-2), 2005, 137-160.<\/p><p>Lehmann, D.R. &amp; Esteban-Bravo, M.: \u201c<a href=\"https:\/\/doi.org\/10.1007\/s11002-006-7942-9\">When Giving Some Away Makes Sense to Jump-Start the Diffusion Process<\/a>\u201d, Marketing Letters, vol. 17 (4), 2006, 243-254.  <\/p><p>Esteban-Bravo, M. &amp; Rustem, B.: \u201c<a href=\"https:\/\/link.springer.com\/chapter\/10.1007\/3-540-36626-1_2\">Worst case modelling for management decisions in electricity markets with incomplete information<\/a>\u201d. 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.<\/p><p>Esteban-Bravo, M. &amp; Vidal-Sanz, J.M.: \u201c<a href=\"https:\/\/doi.org\/10.1016\/j.csda.2006.09.023\">Worst-Case Estimation for Econometric Models with Unobservable Components<\/a>\u201d, Computational Statistics and Data Analysis, vol. 51 (7), 3330-3354.  <\/p><p>Esteban-Bravo, M. &amp; Vidal-Sanz, J.M.: \u201c<a href=\"https:\/\/doi.org\/10.1016\/j.jedc.2007.01.012\">Computing Continuous-Time Growth Models with Boundary Conditions via Wavelets<\/a>\u201d, Journal of Economics Dynamics and Control (JEDC), vol. 31 (11), 2007, 3614-3643.<\/p><p>Esteban-Bravo, M. &amp; Nogales, F.J.: \u201c<a href=\"https:\/\/doi.org\/10.1016\/j.cor.2006.02.031\">Solving dynamic stochastic economic models by mathematicalprogramming decomposition methods<\/a>\u201d Computers &amp; Operations Research, vol. 35 (1), 2008, 226-240.<\/p><p>Esteban-Bravo, M.: \u201c<a href=\"https:\/\/doi.org\/10.1016\/j.jedc.2007.02.008\">An interior-point algorithm for computing equilibria in economies with incomplete asset markets<\/a>\u201d, Journal of Economic Dynamics and Control, vol. 32 (3), 2008, 677-694.<\/p><p>Esteban-Bravo, M., Mugica, J.M., &amp; Vidal-Sanz, J.M.: \u201c<a href=\"https:\/\/doi.org\/10.2753\/JOA0091-3367380109\">Magazine Sales Promotion: a Dynamic Response Analysis<\/a>\u201d, Journal of Advertising, vol. 38 (1), 2009, 137-146.<\/p><p>Esteban-Bravo, M. &amp; Lado, N.: \u201c<a href=\"https:\/\/doi.org\/10.1057\/jors.2010.112\">Brand value in horizontal alliances: the case of twin-cars<\/a>\u201d, Journal of the Operational Research Society, vol. 62, 2011, 1533-1542.<\/p><p>Avagyan, V., Esteban-Bravo, M. &amp; Vidal-Sanz, J.M.: \u201c<a href=\"https:\/\/doi.org\/10.1016\/j.ejor.2014.05.031\">Licensing Radical Product Innovations to Speed Up their Diffusion<\/a>\u201d, European Journal of Operational Research, vol. 239 (2), 2014, 542\u2013555.<\/p><p>Sriram, S., Manchanda. P., Esteban Bravo, M., Chu, J., Ma, L., Song, M., Shriver, S. &amp; Subramanian, U.: \u201c<a href=\"https:\/\/doi.org\/10.1007\/s11002-014-9314-1\">Platforms: A Multiplicity of Research Opportunities<\/a>\u201d, Marketing Letters, vol. 26 (2), 2015, 141-152.<\/p><p>Esteban-Bravo, M., Vidal-Sanz, J.M. &amp; Yildirim, G.: \u201c<a href=\"https:\/\/doi.org\/10.1287\/mksc.2014.0848\">Valuing Customer Portfolios with Endogenous Mass and Direct Marketing Interventions Using a Stochastic Dynamic Programming Decomposition<\/a>\u201d, Marketing Science, vol. 33 (5), 2014, 621\u2013640.  <\/p><p>Esteban-Bravo, M., Vidal-Sanz, J.M. &amp; Yildirim, G.: \u201c<a href=\"https:\/\/doi.org\/10.1016\/j.techfore.2015.07.018\">Historical impact of technological change on the US mass media advertising expenditure<\/a>\u201d, Technological Forecasting and Social Change, vol. 100, November 2015, 306\u2013316.<\/p><div><p>Avagyan, V, Esteban-Bravo, M. &amp; Vidal-Sanz, J.M.: \"<a href=\"https:\/\/doi.org\/10.1016\/j.ijresmar.2016.01.007\">Riding Successive Product Diffusion Waves. Building a Tsunami via Upgrade-Rebate Programs <\/a>\", International Journal of Research in Marketing, vol. 33 (4), December 2016, 780-796.<\/p><p>Esteban-Bravo, M., Leszkiewitcz, A. &amp; Vidal-Sanz, J.M.: \u201c<a href=\"https:\/\/doi.org\/10.1007\/s11222-016-9658-x\">Exact optimal experimental designs with constraints<\/a>,\u201d Statistics and Computing, v<span class=\"ArticleCitation_Volume\">ol. 27 (3)<\/span>, May 2017, <span class=\"ArticleCitation_Pages\">845\u2013863<\/span>.  <\/p><p> <\/p><p> <\/p><p> <\/p><p> <\/p><p>Esteban-Bravo, M., Vidal-Sanz, J.M. &amp; Yildirim, G.: \u201c<a href=\"https:\/\/doi.org\/10.1287\/mksc.2016.1013\">Can retail sales volatility be curbed through marketing actions?<\/a>\u201d, Marketing Science, vol. 36 (2), 2017, 232\u2013253.<\/p><p>Callejo, P.; A. Cuevas, R. Cuevas, M. Esteban-Bravo, J. M. Vidal-Sanz, \"<a href=\"https:\/\/doi.org\/10.1080\/00913367.2020.1749914\">Tracking Fraudulent and Low-Quality Display Impressions<\/a>,\u00a8 Journal of Advertising, 49 (3), 2020, 309-319.<\/p><p>Esteban-Bravo, M.; Jimenez-Rubido, L. ; and J. M. Vidal-Sanz, <a href=\"https:\/\/doi.org\/10.1016\/j.eswa.2024.123390\" target=\"_blank\" rel=\"noopener\">\u201c<\/a><a href=\"https:\/\/doi.org\/10.1016\/j.eswa.2024.123390\" target=\"_blank\" rel=\"noopener\">Predicting the virality of fake news in the early stage of dissemination,\u201d<\/a> Expert Systems with Applications, 2024, forthcoming.  <\/p><\/div><\/span>\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-element elementor-element-7e8bb237 elementor-hidden-desktop elementor-hidden-tablet e-flex e-con-boxed e-con e-parent\" data-id=\"7e8bb237\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3eec9030 elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"3eec9030\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"mailto:%20mesteban@emp.uc3m.es\">\n\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-far-envelope\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M464 64H48C21.49 64 0 85.49 0 112v288c0 26.51 21.49 48 48 48h416c26.51 0 48-21.49 48-48V112c0-26.51-21.49-48-48-48zm0 48v40.805c-22.422 18.259-58.168 46.651-134.587 106.49-16.841 13.247-50.201 45.072-73.413 44.701-23.208.375-56.579-31.459-73.413-44.701C106.18 199.465 70.425 171.067 48 152.805V112h416zM48 400V214.398c22.914 18.251 55.409 43.862 104.938 82.646 21.857 17.205 60.134 55.186 103.062 54.955 42.717.231 80.509-37.199 103.053-54.947 49.528-38.783 82.032-64.401 104.947-82.653V400H48z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Email: mesteban@emp.uc3m.es<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-map-marker-alt\" viewBox=\"0 0 384 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M172.268 501.67C26.97 291.031 0 269.413 0 192 0 85.961 85.961 0 192 0s192 85.961 192 192c0 77.413-26.97 99.031-172.268 309.67-9.535 13.774-29.93 13.773-39.464 0zM192 272c44.183 0 80-35.817 80-80s-35.817-80-80-80-80 35.817-80 80 35.817 80 80 80z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Address \/ office: C\/ Madrid, 126 - 28903 Getafe (Madrid) Spain \/ 6.0.46<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-phone-alt\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M497.39 361.8l-112-48a24 24 0 0 0-28 6.9l-49.6 60.6A370.66 370.66 0 0 1 130.6 204.11l60.6-49.6a23.94 23.94 0 0 0 6.9-28l-48-112A24.16 24.16 0 0 0 122.6.61l-104 24A24 24 0 0 0 0 48c0 256.5 207.9 464 464 464a24 24 0 0 0 23.4-18.6l24-104a24.29 24.29 0 0 0-14.01-27.6z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Phone \/ fax: (34) 91 624 89 21<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-695e590e elementor-view-default elementor-position-block-start elementor-mobile-position-block-start 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