Julián
Villanueva

Professor of Marketing

• Ph.D. in Management (Marketing), University of California, Los Angeles
• Master in Business Administration, IESE, University of Navarra
• Bachelor's degree in Business Administration, Universidad Complutense de Madrid

Prof. Julian Villanueva is professor in the Marketing Department at IESE Business School. He holds a Ph.D. in Management (Marketing) from UCLA, an MBA at IESE, and a B.A. in Economics (Universidad Complutense de Madrid).

His interests fall in the area of digital marketing, customer equity (or customer lifetime value), branding and salesforce management, among others. His research has been published in the Journal of Marketing Research, Journal of Marketing and Quantitative Marketing and Economics, among others. Prof. Villanueva is also the author of several books, managerial articles and more than 50 case studies and technical notes. Two of his cases are in the Harvard Business School Premier Case Collection.

He regularly teaches MBAs and executives at IESE, and has also taught at CEIBS (China), Nile University (Egypt), INALDE (Colombia), IPADE (Mexico), IAE (Argentina), IDE (Ecuador), PAD (Perú), IEE (Costa Rica) and IEEM (Uruguay).

He joined IESE in 1997 as an Instructor in the Marketing Department. Before doing his MBA he worked for Promodès (currently Carrefour) as a product manager in the private labels' department. He has consulted for several companies such as Telefónica, Grupo Santander, Bankinter, Caprabo, Eroski, Antonio Puig, Mastercard, Nestle, Nabisco, Bosch/Siemens. He regularly serves as an expert witness in several litigation cases. He has also served as a board member of several firms, both for-profit and non-profit.

Areas of interest.

* Social media
* Digital marketing
* Sales management
* Customer management and CRM

Publications

Journal Articles (refereed)

STREMERSCH, S., GONZÁLEZ, J., VALENTÍ, A., VILLANUEVA, J. (2023). The value of context-specific studies for marketing. Journal of the Academy of Marketing Science, 51 (1), 50-65. doi:10.1007/s11747-022-00872-9. ARMELINI, G., GONZÁLEZ, J., VILLANUEVA, J. (2019). The Complementary Role of Advertising and Electronic Word-of-Mouth for Blockbusters and Low-Budget Motion Pictures. International Journal of Internet Marketing and Advertising, 13 (1). doi:10.1504/IJIMA.2019.097897. WIESEL, T., SKIERA, B., VILLANUEVA, J. (2011). Customer Lifetime Value and Customer Equity Models Using Company-reported Summary Data. Journal of Interactive Marketing, 25 (1), 20 - 22. doi:10.1016/j.intmar.2010.12.003. ARMELINI, G., VILLANUEVA, J. (2010). Marketing Expenditures and Word-of-Mouth Communication: Complements or Substitutes? Foundations and Trends in Marketing, 5 (1), 1 - 53. doi:10.1561/1700000025. WIESEL, T., SKIERA, B., VILLANUEVA, J. (2010). My Customers Are Better Than Yours!. On Reporting Customer Equity. Marketing Intelligence Review, 2 (1), 43 - 53. doi:10.2478/gfkmir-2014-0070. WIESEL, T., SKIERA, B., VILLANUEVA, J. (2008). Customer Equity: An Integral Part of Financial Reporting. Journal of Marketing, 72 (2), 1 - 14. VILLANUEVA, J., YOO, S., HANSSENS, D. M. (2008). The Impact of Marketing-Induced Versus Word-of-Mouth Customer Acquisition on Customer Equity Growth. Journal of Marketing Research, 45 (1), 48 - 59. doi:10.1509/jmkr.45.1.48. VILLANUEVA, J., BHARDWAJ, P., BALASUBRAMANIAN, S., CHEN, Y. (2007). Customer Relationship Management in Competitive Environments. The Positive Implications of a Short-Term Focus. QME-Quantitative Marketing and Economics, 5 (2), 99 - 129. doi:10.1007/s11129-007-9022-8. VILLANUEVA, J., HANSSENS, D. M. (2007). Customer Equity: Measurement, Management and Research Opportunities. Foundations and Trends in Marketing, 1 (1), 1 - 95. doi:10.1561/1700000002.

Working Papers

VILLANUEVA, J., BHARDWAJ, P., CHEN, Y., BALASUBRAMANIAN, S. (2004). Managing customer relationships: Should managers really focus on the long term? (DI-560-E). VILLANUEVA, J., YOO, S., HANSSENS, D. M. (2003). The impact of acquisition channels on customer equity (DI-516-E).

Articles in other publications

VILLANUEVA, J., FERRÁNDIZ, L. (2017). Tres pasos para acometer con éxito la transformación digital. La escalera de la digitalización. IESE Insight (32), pp. 15 - 22. VILLANUEVA, J., FERRÁNDIZ, L. (2017). 3 Steps to Market-Driven Digital Transformation. Stairway to Digitalization. IESE Insight (32), pp. 15 - 22. VILLANUEVA, J. (2013). Reading the Signs of Your Customer Value. Customer Equity Dashboard. IESE Insight (17), pp. 24 - 29. VILLANUEVA, J. (2013). Tras la pista del valor del cliente. Cuadro de mandos del customer equity. IESE Insight (17), pp. 24 - 29. ARMELINI, G., VILLANUEVA, J. (2012). Como a publicidade estimula o marketing viral. Vários fenômenos importantes estão mudando o panorama dos negócios. Fique atento. Administradores.

Books

VILLANUEVA, J., DE TORO, J. M. (2017). Marketing Estratégico. Barañain: Eunsa. VILLANUEVA, J., IRISARRI NÚÑEZ, J. M., CAMPOS SANTAMARÍA, E., BAZ RIBÓ, F. (2008). La TDT. ¿Un negocio imposible?. Barcelona: Ediciones Deusto. NUENO, J. L., VILLANUEVA, J., VISCARRI, J. (2000). ¿Por qué comercia tan poco el comercio electrónico?. Internet y los consumidores españoles: Análisis de una realidad. Madrid: Idelco.

Edited books

VILLANUEVA, J. (2014). Communication: Academic Case Studies. Madrid: Dircom. VILLANUEVA, J. (2012). Comunicación: Casos Prácticos. Madrid: Dircom.

Book Chapters

VILLANUEVA, J., SEAGER, P. (2017). Marketing in a New Media World. In Mike Rosenberg and Philip H. Seager (Ed.), Managing Media Businesses: A Game Plan to Navigate Disruption and Uncertainty (pp. 55 - 79). HANSSENS, D. M., VILLANUEVA, J., YOO, S. (2015). Word-of-mouth and marketing effects on customer equity. In V. Kumar and Denish Shah (Ed.), Handbook of Research on Customer Equity in Marketing (pp. 178 - 199). Cheltenham: Edward Elgar Publishing. SÁNCHEZ TABERNERO, A., VILLANUEVA, J., ORIHUELA, J. L. (2013). Social Networks as Marketing Tools for Media Companies. In Mike Friedrichsen, Wolfgang Mühl-Benninghaus (Eds.), Handbook of Social Media Management: Value Chain and Business Models in Changing Media Markets (pp. 161 - 178). Berlin: Springer. ORIHUELA, J. L., SÁNCHEZ TABERNERO, A., VILLANUEVA, J. (2012). Los medios sociales como herramienta de marketing para los medios. En Maxwell McCombs y Manuel Martín Algarra (Ed.), Comunicación y vida social (pp. 847 - 862). Barañáin: EUNSA. Ediciones Universidad de Navarra. VILLANUEVA, J. (2008). Prólogo. En Thomas H. Davenport, Jeanne G. Harris (Eds.), Competing on analytics: inteligencia competitiva para ganar (pp. 13 - 15). Barcelona: Profit Editorial.

Studies

CHIESA, C., SALAZAR, R., SERVOLE, X., BALMASEDA, C., VILLANUEVA, J. (2018). Aprendiendo de las redes comerciales. VIII Estudio sobre la gestión de redes comerciales en España 2018. VILLANUEVA, J., DE TORO, J. M., SOLDADO, P. (2017). Estrategias de entrada en mercados internacionales: el papel de la marca. CHIESA, C., SALAZAR, R., SOLDADO, P., TORDERA, J. J., VILLANUEVA, J. (2016). Aprendiendo de las mejores redes comerciales. VII Estudio sobre la gestión de redes comerciales en España 2016. CHIESA, C., FERRER, I., SALAZAR, R., TORDERA, J. J., VILLANUEVA, J. (2015). El futuro de las redes de venta. Hacia un nuevo horizonte comercial. VI Estudio sobre la gestión de las redes comerciales en España 2015. CHIESA, C., FERRER, I., SALAZAR, R., TORDERA, J. J., VILLANUEVA, J. (2014). Aprendiendo de las mejores redes comerciales. V Estudio sobre la gestión de redes comerciales en España. 2014.

Cases

VILLANUEVA, J., INIESTA, F., DE TORO, J. M., FERRÁNDIZ, L. (2024). Cleardent: hincando el diente al mercado. IESE, M-1410. VILLANUEVA, J., CAPIZZANI, M., INIESTA, F. (2024). Gillette: rasurando su cuota de mercado (A). IESE, M-1411. VILLANUEVA, J., CAPIZZANI, M., INIESTA, F. (2024). Gillette: rasurando su cuota de mercado (B). IESE, M-1412. FERRÁNDIZ, L., INIESTA, F., VILLANUEVA, J. (2023). Pompeii: A Step Forward. IESE, M-1394-E. FERRÁNDIZ, L., INIESTA, F., VILLANUEVA, J. (2023). Pompeii: un paso adelante. IESE, M-1394.

Technical Notes

FERRÁNDIZ, L., VILLANUEVA, J., SIMARRO, S., FERNÁNDEZ-VELILLA, R. (2024). Search Engine Marketing (SEM). IESE, MN-422. FERRÁNDIZ, L., VILLANUEVA, J., SIMARRO, S., FERNÁNDEZ-VELILLA, R. (2024). Search Engine Optimization (SEO): Análisis y relevancia. IESE, MN-421. FERRANDIZ, L., VILLANUEVA J., J., SÁNCHEZ, A., BALMASEDA, C. (2021). Introduction to Martech. IESE, MN-409-E. FERRANDIZ, L., VILLANUEVA J., J., SÁNCHEZ, A., BALMASEDA, C. (2021). Introducción al martech. IESE, MN-409. VILLANUEVA, J., FERRÁNDIZ, L., CARMEN BALMASEDA (2020). E-Public Relations. IESE, MN-402.