Julian Villanueva

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.

Education

• 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

Areas of interest

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

Publications

Journal Articles (refereed)

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).

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.

ARMELINI, G., VILLANUEVA, J. (2010). Marketing Expenditures and Word-of-Mouth Communication: Complements or Substitutes? Foundations and Trends in Marketing, 5 (1), 1 - 53.

WIESEL, T., SKIERA, B., VILLANUEVA, J. (2010). My Customers Are Better Than Yours!. On Reporting Customer Equity. Marketing Intelligence Review, 2 (1), 43 - 53.

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.

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.

VILLANUEVA, J., HANSSENS, D. M. (2007). Customer Equity: Measurement, Management and Research Opportunities. Foundations and Trends in Marketing, 1 (1), 1 - 95.

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.

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).