Albert
Valentí

Assistant Professor of Marketing

• PhD in Management, Boston University
• Master in Business Administration, IESE, University of Navarra
• Ms in Industrial Engineering, Universitat Politècnica de Catalunya

Albert Valenti is Assistant Professor in the Marketing Department at IESE Business School. He has taught Marketing Research at Boston University, Marketing Management at IESE Business School, and has published several cases for class discussion.

Albert's research has received prestigious awards for its impact in business practice. He is the recipient of the 2018 ISMS-MSI Gary Lilien Practice Prize Award for an outstanding implementation of marketing science concepts and methods. Albert was also the winner of the 2017 AMA-EBSCO Answers in Action Grant initiative for a project that represents a deep collaboration between academia and industry.

Prof. Valenti has professional and academic experience in four continents. He has advised service and industrial multinationals in several sectors. He has also cofounded and participated in the development of a tech startup.

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Areas of interest.

• Customer Analytics
• Marketing Resource Allocation
• Digital Marketing
• Field Experimentation

Publications

Journal Articles (refereed)

VALENTÍ, A., MILLER, C. J., TUCKER, C. (2024). Combining ad targeting techniques. Evidence from a field experiment in the auto industry. Management Science. (Forthcoming) VALENTÍ, A., SRINIVASAN, S., YILDIRIM, G., PAUWELS, K. (2024). Direct mail to prospects and email to current customers? Modeling and field-testing multichannel marketing. Journal of the Academy of Marketing Science, 52 (3), 815-834. doi:10.1007/s11747-023-00962-2. VALENTÍ, A., YILDIRIM, G., VANHUELE, M., SRINIVASAN, S., PAUWELS, K. (2023). Advertising’s sequence of effects on consumer mindset and sales. A Comparison across brands and product categories. International Journal of Research in Marketing, 40 (2), 435-454. doi:10.1016/j.ijresmar.2022.12.002. 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.

Cases

VALENTÍ, A., GALLO, Í., MOSQUERA, F. (2023). Bank of Muntenia. Transforming the customer listening model. IESE, M-1404-E. VALENTÍ, A., GALLO, Í., MOSQUERA, F. (2023). El Banco de Muntenia. La transformación del modelo de escucha del cliente. IESE, M-1404. OLIVER, X., VALENTÍ, A., ISAAC SASTRE BOQUET (2023). Keeping an eye on the brand: Etnia Barcelona's retail strategy. IESE, M-1407-E. OLIVER, X., VALENTÍ, A., ISAAC SASTRE BOQUET (2023). Con la vista puesta en la marca: la estrategia minorista de Etnia Barcelona. IESE, M-1407. VALENTÍ VIDAL, A., GONZÁLEZ, J., REUTSKAJA, E., MENDOZA, E. (2022). The Captor Opportunity (A). IESE, M-1397-E.

Technical Notes

GALLO, Í., VALENTÍ VIDAL, A., SEGARRA, J. (2020). Web Analytics: Demystifying Performance Marketing. IESE, MN-406-E.