{"id":5110,"date":"2025-04-24T15:56:32","date_gmt":"2025-04-24T15:56:32","guid":{"rendered":"https:\/\/indem.uc3m.es\/?post_type=members&#038;p=5110"},"modified":"2025-04-24T16:02:58","modified_gmt":"2025-04-24T16:02:58","slug":"mercedes-esteban-bravo","status":"publish","type":"members","link":"https:\/\/indem.uc3m.es\/es\/members\/mercedes-esteban-bravo\/","title":{"rendered":"Mercedes Esteban-Bravo"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"5110\" class=\"elementor 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\" 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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\">Direcci\u00f3n \/ oficina: 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 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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\">Sitio web personal<\/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\" 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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\">Catedr\u00e1tico de 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\">Educaci\u00f3n<\/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>Licenciada en CC. Matem\u00e1ticas, especializada en Investigaci\u00f3n Operativa; Universidad Complutense, Madrid.<\/li><li>Doctora en Econom\u00eda, Departamento de Estad\u00edstica y Econometr\u00eda, 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\">Publicaciones seleccionadas<\/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>LIBROS<\/strong><\/p><ul><li>Esteban-Bravo, M.; and J. M. Vidal-Sanz (2021),\u00a0<a href=\"https:\/\/www.cambridge.org\/highereducation\/books\/marketing-research-methods\/C9AA7DF0148F4592A05EF8A183A2A15D#key-features\">Marketing Research Methods: Quantitative and Qualitative Approaches<\/a>,\u00a0Cambridge, UK:\u00a0Cambridge University Press.\u00a0<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>\u00a0ISBN: 9781108792691;\u00a0<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>\u00a0ISBN: 9781108834988,\u00a0<a href=\"https:\/\/www.cambridge.org\/core\/books\/marketing-research-methods\/C9AA7DF0148F4592A05EF8A183A2A15D\">Online<\/a>\u00a0ISBN:\u00a09781108874748. Puede\u00a0descargarse materiales complementarios, incluyendo transparencias (en ingl\u00e9s) desde\u00a0<a href=\"https:\/\/www.cambridge.org\/highereducation\/books\/marketing-research-methods\/C9AA7DF0148F4592A05EF8A183A2A15D#resources\">aqu\u00ed.<\/a><\/li><\/ul><p><strong>ART\u00cdCULOS<\/strong><\/p><ul><li>Esteban-Bravo, M., Vidal-Sanz, J.M. &amp; Yildirim, G.: \u00ab<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>\u00ab,\u00a0Marketing Science\u00a0vol. 33 (5), 2014, 621\u2013640.<\/li><li>Avagyan, V, Esteban-Bravo, M. &amp; Vidal-Sanz, J.M.: \u00ab<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S016781161630009X\">Riding Successive Product Diffusion Waves. Building a Tsunami via Upgrade-Rebate Programs<\/a>\u00ab,\u00a0International Journal of Research in Marketing\u00a0vol.\u00a033 (4),\u00a02016, 780-796.<\/li><li>Esteban-Bravo, M., Vidal-Sanz, J.M. &amp; Yildirim, G.: \u00ab<a href=\"https:\/\/doi.org\/10.1287\/mksc.2016.1013\">Can retail sales volatility be curbed through marketing actions?<\/a>\u00ab,\u00a0Marketing Science\u00a0vol. 36 (2), 2017,\u00a0232\u2013253.<\/li><li>Esteban-Bravo, M.; Jimenez-Rubido, L. ; and Vidal-Sanz, J. M.,\u00a0<a href=\"https:\/\/doi.org\/10.1016\/j.eswa.2024.123390\" target=\"_blank\" rel=\"noopener\">\u00ab<\/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,\u00bb<\/a>\u00a0Expert Systems with Applications,\u00a0 2024, forthcoming.\u00a0<\/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\">\u00a0<\/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-1-6a0cdd003cbb8\">Bio<\/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 es catedr\u00e1tica de\u00a0Comercializaci\u00f3n e Investigaci\u00f3n de Mercados\u00a0en el Departamento de Econom\u00eda<br \/>de la Empresa y directora del programa\u00a0MSc in Marketing\u00a0de la Universidad Carlos III de Madrid.<\/p><p>\u00a0<\/p><div>\u00a0<\/div><div>Su 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.<\/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-2-6a0cdd003cc52\">Publicaciones<\/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>LIBROS<\/strong><\/p><div><p>Esteban-Bravo, M.; and J. M. Vidal-Sanz (2021),\u00a0<a href=\"https:\/\/www.cambridge.org\/highereducation\/books\/marketing-research-methods\/C9AA7DF0148F4592A05EF8A183A2A15D#key-features\">Marketing Research Methods: Quantitative and Qualitative Approaches<\/a>,\u00a0Cambridge, UK:\u00a0Cambridge University Press.\u00a0<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>\u00a0ISBN: 9781108792691;\u00a0<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>\u00a0ISBN: 9781108834988,\u00a0<a href=\"https:\/\/www.cambridge.org\/core\/books\/marketing-research-methods\/C9AA7DF0148F4592A05EF8A183A2A15D\">Online<\/a>\u00a0ISBN:\u00a09781108874748.\u00a0<\/p><\/div><p><strong>ART\u00cdCULOS<\/strong><\/p><div>\u00a0<\/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,\u00a0Computational Economics,\u00a0vol. 23(2), 2004, 147-171.<\/p><p>Esteban-Bravo, M., Mugica, J.M., &amp; Vidal-Sanz, J.M.:\u00a0\u201c<a href=\"https:\/\/doi.org\/10.1007\/s11002-005-1675-z\">Optimal Duration of Magazine Promotions<\/a>\u201d,\u00a0Marketing Letters,\u00a0vol. 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,\u00a0Computers And Mathematics With Applications\u00a0(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,\u00a0Marketing Letters,\u00a0vol. 17 (4), 2006, 243-254.\u00a0<\/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.):\u00a0Optimisation, Econometric and Financial Analysis,\u00a0Series: Advances in Computational Management Science,\u00a0vol. 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,\u00a0Computational Statistics and Data Analysis,\u00a0vol. 51 (7), 3330-3354.\u00a0<\/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,\u00a0Journal of Economics Dynamics and Control (JEDC),\u00a0vol. 31 (11), 2007,\u00a03614-3643.<\/p><p>Esteban-Bravo, M. &amp; Nogales, F.J.: \"<a href=\"https:\/\/doi.org\/10.1016\/j.cor.2006.02.031\">Solving dynamic stochastic economic models by mathematicalprogramming decomposition methods<\/a>\"\u00a0Computers &amp; Operations Research,\u00a0vol. 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,\u00a0Journal of Economic Dynamics and Control,\u00a0vol. 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,\u00a0Journal of Advertising,\u00a0vol. 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,\u00a0Journal of the Operational Research Society,\u00a0vol. 62, 2011, 1533-1542.<\/p><p>Avagyan, V., Esteban-Bravo, M. &amp; Vidal-Sanz, J.M.:\u00a0 \"<a href=\"https:\/\/doi.org\/10.1016\/j.ejor.2014.05.031\">Licensing Radical Product Innovations to Speed Up their Diffusion<\/a>\",\u00a0European Journal of Operational Research,\u00a0vol. 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.: \"<a href=\"https:\/\/doi.org\/10.1007\/s11002-014-9314-1\">Platforms: A Multiplicity of Research Opportunities<\/a>\",\u00a0Marketing Letters,\u00a0vol. 26 (2), 2015, 141-152.<\/p><p>Esteban-Bravo, M., Vidal-Sanz, J.M. &amp; Yildirim, G.:\u00a0 \"<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>\",\u00a0Marketing Science,\u00a0vol. 33 (5), 2014, 621\u2013640.\u00a0<\/p><p>Esteban-Bravo, M., Vidal-Sanz, J.M. &amp; Yildirim, G.:\u00a0 \"<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>\",\u00a0Technological Forecasting and Social Change,\u00a0vol. 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>\",\u00a0International Journal of Research in Marketing,\u00a0vol.\u00a033 (4),\u00a0December 2016, 780-796.<\/p><p>Esteban-Bravo, M., Leszkiewitcz, A. &amp; Vidal-Sanz, J.M.: \"<a href=\"https:\/\/doi.org\/10.1007\/s11222-016-9658-x\">Exact optimal experimental designs with constraints<\/a>,\"\u00a0Statistics and Computing,\u00a0v<span class=\"ArticleCitation_Volume\">ol. 27 (3)<\/span>, May 2017,\u00a0<span class=\"ArticleCitation_Pages\">845\u2013863<\/span>.\u00a0<\/p><p>\u00a0<\/p><p>\u00a0<\/p><p>\u00a0<\/p><p>\u00a0<\/p><p>Esteban-Bravo, M., Vidal-Sanz, J.M. &amp; Yildirim, G.: \"<a href=\"https:\/\/doi.org\/10.1287\/mksc.2016.1013\">Can retail sales volatility be curbed through marketing actions?<\/a>\",\u00a0Marketing Science,\u00a0vol. 36 (2), 2017,\u00a0232\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\u00a0Journal of Advertising,\u00a0 49 (3), 2020, 309-319.<\/p><p>Esteban-Bravo, M.; Jimenez-Rubido, L. ; and J. M. Vidal-Sanz,\u00a0<a href=\"https:\/\/doi.org\/10.1016\/j.eswa.2024.123390\" target=\"_blank\" rel=\"noopener\">\"<\/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,\"<\/a>\u00a0Expert Systems with Applications,\u00a0\u00a02024, forthcoming.\u00a0<\/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 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