Prof. Julian Villanueva is a Professor in the Marketing Department at IESE Business School. He holds a Ph.D. in Management (Marketing) from UCLA, an MBA from IESE, and a bachelor’s degree in Economics (Complutense University of Madrid).
His interests lie in the areas of digital marketing, customer equity (or customer lifetime value), branding, and sales force 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, management 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 Executive Programs at IESE, and has also taught at CEIBS (China), Nile University (Egypt), INALDE (Colombia), IPADE (Mexico), IAE (Argentina), IDE (Ecuador), PAD (Peru), IEE (Costa Rica), and IEEM (Uruguay).
He joined IESE in 1997 as an Instructor in the Marketing Department. Before completing his MBA, he worked at Promodès (now Carrefour) as a product manager in the private label department. He has consulted for various companies including Telefónica, Grupo Santander, Bankinter, Caprabo, Eroski, Antonio Puig, Mastercard, Nestlé, Nabisco, and Bosch/Siemens. He regularly serves as an expert witness in various legal proceedings. He has also served as a board member for several companies, both for-profit and non-profit.
