MFX - The Marketing Effect

About the Speaker:

Marco Bertini is a professor of marketing at Esade and a visiting professor in the marketing unit at Harvard Business School. He is also a senior advisor to the marketing, sales, and pricing practice at the Boston Consulting Group. Marco received my doctorate from Harvard Business School, and previously served on the faculty at London Business School.

Marco is the co-author of the book The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value (MIT Press), which explores how modern technology stimulates accountability, challenging organizations to succeed from the quality of the outcomes they deliver rather than the offerings they bring to market.

The remainder of his research, which for the most part lies at the interface of the economics and psychology of pricing decisions, appears in the leading journals for management science and practice, including Harvard Business Review, MIT Sloan Management Review, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, and Marketing Science.

His speaking and advisory work focuses on the challenge of designing and implementing revenue policies that are not only efficient and drive growth, but also socially responsible. Recently, Marco was named to the Thinkers50 Radar, a shortlist of the scholars “most likely to shape the future of how organizations are managed and led.” Prior to this, he was nominated for the Business Professor of the Year Award, a global competition of the Economist Intelligence Unit, and recognised by the Marketing Science Institute as one of the most promising scholars in the field.

Relevant Links:

Website: https://marcobertini.com/who-i-am/

LinkedIn: https://www.linkedin.com/in/mbertini-prof/

The Ends Game Book Links:

MIT Press: https://mitpress.mit.edu/books/ends-game

Amazon: https://www.amazon.com/dp/026204434X/ref=tmm_hrd_swatch_0?_encoding=UTF8&qid=&sr=

Barnes & Noble: https://www.barnesandnoble.com/w/the-ends-game-marco-bertini/1136676367?ean=9780262044349

About the Speaker:  Oriol Iglesias is currently an Associate Professor and Head of the Marketing Management Department at ESADE. He stands at the vanguard in progressive marketing being a member of several leading entities, such as the Scientific Committee of the Special Interest Group on Brand, Identity, and Corporate Reputation of the Academy of Marketing (AM),  the Editorial Board of the Journal of Brand Management  and the Executive Committee of the European Marketing Academy (EMAC) among others. His research has been published in many top international academic journals, such as California Management Review, the Journal of Business Ethics, Industrial Marketing Management, and the European Journal of Marketing. He has consulted and developed custom in company training for worldwide leading firms across various sectors, such as Porsche, Telefónica, HP, Nestlé, and PwC. Before joining ESADE he was Partner and CEO of Wakaa Networks, a consultancy firm specialized in the field of strategic marketing, for seven years. In parallel, he was also a Partner and CEO at El Terrat Online, a firm which produces TV programs, films and theatre plays. Previously, he was Senior Consultant first, and then General Manager, at ATI-Markefin (a consultancy firm in marketing strategy). He began his career working in the Marketing Department at Xerox. His latest book with co-author Nicholas Ind is titled - "Brand desire: how to create consumer involvement and inspiration",  published by Bloomsbury it provides an illuminating insight into the 6 main drivers that make people desire brands. The book is available through Amazon, Bloomsbury, Apple Books and Google books. Links to Book: https://www.amazon.com/-/es/Nicholas-Ind/dp/1472925351 https://books.apple.com/us/book/brand-desire/id1487529991 https://www.bloomsbury.com/uk/brand-desire-9781472925367/ https://books.google.bs/books/about/Brand_Desire.html?id=9dcaDQAAQBAJ&redir_esc=y How to connect with Oriol: LinkedIn: https://www.linkedin.com/in/orioliglesiasbedos/ 

About The Speaker:

Bart de Langhe is a behavioural scientist and a marketing professor at ESADE, Ramon Llull University (Barcelona, Spain). He obtained Bachelor and Master Degrees in Psychology from the Catholic University of Leuven (Belgium) and a Ph.D. in Marketing from the Rotterdam School of Management, Erasmus University (The Netherlands). Before joining ESADE in June 2017, he was on the faculty for six years at the Leeds School of Business, University of Colorado-Boulder (USA). He has had visiting positions at Booth School of Business (Chicago, USA), Rotterdam School of Management (The Netherlands), Bocconi University (Italy), China Europe International Business School (China), and Catholic University of Leuven (Belgium).

Bart’s research examines the psychology of consumer and managerial judgment and decision-making, with a specific emphasis on the psychology of data-driven decisions. He has published numerous articles in leading academic journals in marketing and management, such as Journal of Consumer Research, Journal of Marketing Research, and Management Science. His work is also featured regularly in managerial outlets, such as Harvard Business Review, The Wall Street Journal, and The New York Times. He currently serves on the Editorial Review Board of the Journal of Consumer Psychology and the Journal of Marketing Behaviour. In 2017, Bart was recognized by the Marketing Science Institute as one of the most promising young scholars in marketing.

Writings for the Harvard Business Review

https://hbr.org/2017/05/linear-thinking-in-a-nonlinear-world

https://hbr.org/2019/09/the-dangers-of-categorical-thinking

https://hbr.org/2016/07/high-online-user-ratings-dont-actually-mean-youre-getting-a-quality-product

Connect:

Website: www.bartdelanghe.com

LinkedIn: www.linkedin.com/in/bdelanghe/