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\t\t\t\t\t\t\t\t\t\tEmail: rosa.rodriguez@uc3m.es
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\t\t\t\t\t\t\t\t\t\tDirecci\u00f3n \/ oficina: C\/ Madrid, 126 – 28903 Getafe (Madrid) Spain \/ 6.0.43\n\t\t\t\t\t\t\t\t\t<\/li>\n
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\t\t\t\t \n\t\t\t\t\t\t@UC3M_BUSINESS\t\t\t\t\t<\/p>\n LIBROS<\/strong><\/p>\n ART\u00cdCULOS<\/strong><\/p>\n \u00a0\t\t<\/p>\n \t\t\t\t\t\t\t\t\tBio<\/p>\n Mercedes es catedr\u00e1tica de\u00a0Comercializaci\u00f3n e Investigaci\u00f3n de Mercados\u00a0en el Departamento de Econom\u00eda \u00a0<\/p>\n \u00a0Su investigaci\u00f3n se engloba dentro del \u00e1rea del marketing cuantitativo, combinando t\u00e9cnicas de investigaci\u00f3n operativa y para la toma de decisiones de marketing. Es licenciada en Matem\u00e1ticas, especializada en\u00a0Investigaci\u00f3n de Operaciones, y doctora en Econom\u00eda. Su investigaci\u00f3n ha sido publicada en revistas acad\u00e9micas 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 l\u00edneas de investigaci\u00f3n actual se centra en el desarrollo de herramientas anal\u00edticas de marketing para gesti\u00f3n de relaciones con clientes (CRM), redes sociales y marketing online.\t\t\t\t\t\t\t\t\t<\/p>\n \t\t\t\t\t\t\t\t\tPublicaciones<\/p>\n LIBROS<\/strong><\/p>\n Esteban-Bravo, M.; and J. M. Vidal-Sanz (2021),\u00a0Marketing Research Methods: Quantitative and Qualitative Approaches<\/a>,\u00a0Cambridge, UK:\u00a0Cambridge University Press.\u00a0Paperback<\/a>\u00a0ISBN: 9781108792691;\u00a0Hardback<\/a>\u00a0ISBN: 9781108834988,\u00a0Online<\/a>\u00a0ISBN:\u00a09781108874748.\u00a0<\/p>\n ART\u00cdCULOS<\/strong><\/p>\n \u00a0<\/p>\n Esteban-Bravo, M.: \u201cComputing equilibria in general equilibrium models via interior-point method<\/a>\u201d,\u00a0Computational Economics,\u00a0vol. 23(2), 2004, 147-171.<\/p>\n Esteban-Bravo, M., Mugica, J.M., & Vidal-Sanz, J.M.:\u00a0\u201cOptimal Duration of Magazine Promotions<\/a>\u201d,\u00a0Marketing Letters,\u00a0vol. 16 (2), 2005, 99\u2013114.<\/p>\n Esteban-Bravo, M. & Vidal-Sanz, J.M.: \u201cValuation of boundary-linked assets by stochastic boundary value problems solved with a wavelet-collocation algorithm<\/a>\u201d,\u00a0Computers And Mathematics With Applications\u00a0(CAMWA), vol. 52 (1-2), 2005, 137-160.<\/p>\n Lehmann, D.R. & Esteban-Bravo, M.: \u201cWhen Giving Some Away Makes Sense to Jump-Start the Diffusion Process<\/a>\u201d,\u00a0Marketing Letters,\u00a0vol. 17 (4), 2006, 243-254.\u00a0<\/p>\n Esteban-Bravo, M. & Rustem, B.: \u201cWorst case modelling for management decisions in electricity markets with incomplete information<\/a>\u201d. In Kontoghiorghes, Erricos J.; Gatu, Cristian (Eds.):\u00a0Optimisation, Econometric and Financial Analysis,\u00a0Series: Advances in Computational Management Science,\u00a0vol. 9, 2006, 29-50. ISBN: 978-3-540-36625-6.<\/p>\n Esteban-Bravo, M. & Vidal-Sanz, J.M.: \u201cWorst-Case Estimation for Econometric Models with Unobservable Components<\/a>\u201d,\u00a0Computational Statistics and Data Analysis,\u00a0vol. 51 (7), 3330-3354.\u00a0<\/p>\n Esteban-Bravo, M. & Vidal-Sanz, J.M.: \u201cComputing Continuous-Time Growth Models with Boundary Conditions via Wavelets<\/a>\u201d,\u00a0Journal of Economics Dynamics and Control (JEDC),\u00a0vol. 31 (11), 2007,\u00a03614-3643.<\/p>\n Esteban-Bravo, M. & Nogales, F.J.: \u00abSolving dynamic stochastic economic models by mathematicalprogramming decomposition methods<\/a>\u00bb\u00a0Computers & Operations Research,\u00a0vol. 35 (1), 2008, 226-240.<\/p>\n Esteban-Bravo, M.: \u201cAn interior-point algorithm for computing equilibria in economies with incomplete asset markets<\/a>\u201d,\u00a0Journal of Economic Dynamics and Control,\u00a0vol. 32 (3), 2008, 677-694.<\/p>\n Esteban-Bravo, M., Mugica, J.M., & Vidal-Sanz, J.M.: \u201cMagazine Sales Promotion: a Dynamic Response Analysis<\/a>\u201d,\u00a0Journal of Advertising,\u00a0vol. 38 (1), 2009, 137-146.<\/p>\n Esteban-Bravo, M. & Lado, N.: \u201cBrand value in horizontal alliances: the case of twin-cars<\/a>\u201d,\u00a0Journal of the Operational Research Society,\u00a0vol. 62, 2011, 1533-1542.<\/p>\n Avagyan, V., Esteban-Bravo, M. & Vidal-Sanz, J.M.:\u00a0 \u00abLicensing Radical Product Innovations to Speed Up their Diffusion<\/a>\u00ab,\u00a0European Journal of Operational Research,\u00a0vol. 239 (2), 2014, 542\u2013555.<\/p>\n Sriram, S., Manchanda. P., Esteban Bravo, M., Chu, J., Ma, L., Song, M., Shriver, S. & Subramanian, U.: \u00abPlatforms: A Multiplicity of Research Opportunities<\/a>\u00ab,\u00a0Marketing Letters,\u00a0vol. 26 (2), 2015, 141-152.<\/p>\n Esteban-Bravo, M., Vidal-Sanz, J.M. & Yildirim, G.:\u00a0 \u00abValuing Customer Portfolios with Endogenous Mass and Direct Marketing Interventions Using a Stochastic Dynamic Programming Decomposition<\/a>\u00ab,\u00a0Marketing Science,\u00a0vol. 33 (5), 2014, 621\u2013640.\u00a0<\/p>\n Esteban-Bravo, M., Vidal-Sanz, J.M. & Yildirim, G.:\u00a0 \u00abHistorical impact of technological change on the US mass media advertising expenditure<\/a>\u00ab,\u00a0Technological Forecasting and Social Change,\u00a0vol. 100, November 2015, 306\u2013316.<\/p>\n Avagyan, V, Esteban-Bravo, M. & Vidal-Sanz, J.M.: \u00abRiding Successive Product Diffusion Waves. Building a Tsunami via Upgrade-Rebate Programs<\/a>\u00ab,\u00a0International Journal of Research in Marketing,\u00a0vol.\u00a033 (4),\u00a0December 2016, 780-796.<\/p>\n Esteban-Bravo, M., Leszkiewitcz, A. & Vidal-Sanz, J.M.: \u00abExact optimal experimental designs with constraints<\/a>,\u00bb\u00a0Statistics and Computing,\u00a0vol. 27 (3), May 2017,\u00a0845\u2013863.\u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n Esteban-Bravo, M., Vidal-Sanz, J.M. & Yildirim, G.: \u00abCan retail sales volatility be curbed through marketing actions?<\/a>\u00ab,\u00a0Marketing Science,\u00a0vol. 36 (2), 2017,\u00a0232\u2013253.<\/p>\n Callejo, P.; A. Cuevas, R. Cuevas, M. Esteban-Bravo, J. M. Vidal-Sanz, \u00abTracking Fraudulent and Low-Quality Display Impressions<\/a>,\u00a8\u00a0Journal of Advertising,\u00a0 49 (3), 2020, 309-319.<\/p>\n Esteban-Bravo, M.; Jimenez-Rubido, L. ; and J. M. Vidal-Sanz,\u00a0\u00ab<\/a>Predicting the virality of fake news in the early stage of dissemination,\u00bb<\/a>\u00a0Expert Systems with Applications,\u00a0\u00a02024, forthcoming.\u00a0<\/p>\n \t\t\t\t\t\t\t\t\t\tEmail: mesteban@emp.uc3m.es \t\t\t\t\t\t\t\t\t\tDirecci\u00f3n \/ oficina: C\/ Madrid, 126 – 28903 Getafe (Madrid) Spain \/ 6.0.46\n\t\t\t\t\t\t\t\t\t<\/li>\n \t\t\t\t\t\t\t\t\t\tTel\u00e9fono \/ fax: (34) 91 624 89 21\n\t\t\t\t\t\t\t\t\t<\/li>\n<\/ul>\n \t\t\t\t \n\t\t\t\t\t\t@UC3M_BUSINESS\t\t\t\t\t<\/p>\n","protected":false},"author":4,"template":"","meta":{"site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"full-width-container","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}}},"categoria-profesional":[63],"area":[22],"class_list":["post-5110","members","type-members","status-publish","hentry","categoria-profesional-catedraticos","area-marketing"],"_links":{"self":[{"href":"https:\/\/indem.uc3m.es\/es\/wp-json\/wp\/v2\/members\/5110","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/indem.uc3m.es\/es\/wp-json\/wp\/v2\/members"}],"about":[{"href":"https:\/\/indem.uc3m.es\/es\/wp-json\/wp\/v2\/types\/members"}],"author":[{"embeddable":true,"href":"https:\/\/indem.uc3m.es\/es\/wp-json\/wp\/v2\/users\/4"}],"version-history":[{"count":6,"href":"https:\/\/indem.uc3m.es\/es\/wp-json\/wp\/v2\/members\/5110\/revisions"}],"predecessor-version":[{"id":7332,"href":"https:\/\/indem.uc3m.es\/es\/wp-json\/wp\/v2\/members\/5110\/revisions\/7332"}],"wp:attachment":[{"href":"https:\/\/indem.uc3m.es\/es\/wp-json\/wp\/v2\/media?parent=5110"}],"wp:term":[{"taxonomy":"categoria-profesional","embeddable":true,"href":"https:\/\/indem.uc3m.es\/es\/wp-json\/wp\/v2\/categoria-profesional?post=5110"},{"taxonomy":"area","embeddable":true,"href":"https:\/\/indem.uc3m.es\/es\/wp-json\/wp\/v2\/area?post=5110"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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de la Empresa y directora del programa\u00a0MSc in Marketing\u00a0de la Universidad Carlos III de Madrid.<\/p>\n\n
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