Julian Villanueva

 Short bio
Dr. Julian Villanueva is a faculty member at 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 research interests are in the area of Customer Equity. Specifically, developing models capable of measuring and managing the discounted sum of cash-flows of a company's pool of customers. He is also interested in Customer Relationship Management (CRM), brand management and product positioning, price discrimination, customer segmentation and targeting, internet marketing, salesforce management, channels of distribution, and linking marketing spending to long-run performance.

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, Antonio Puig, Mastercard, Nestle, Nabisco, Unión Española de Explosivos, and Chep. His consulting projects have varied from market research studies, marketing dashboards, customer segmentation, positioning recommendations, international expansion and general marketing strategy.