Universidad Carlos III de Madrid - UC3M

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Mercedes Esteban-Bravo

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Última actualización: 28/10/2011
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Curriculum

Mercedes is Associate Professor at the Department of Business Administration at Universidad Carlos III de Madrid.


     Her research interests are primarily marketing modeling and management science (also referred to as decision science, or operations research). Her work encompasses a wide range of problem-solving techniques for modeling and decision-making, such as mathematical programming, optimal control, dynamic programming, and applied econometrics.


     She has recently addressed problems related to CRM planning, optimal budget allocation accounting for risk, diffusion of new products, sales acceleration strategies and optimal design of conjoint experiments.

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Mercedes Esteban-Bravo 

Associate Professor of Marketing 

Contact 

A different line of work has been concerned with the development of teaching tools based on marketing business games and simulation. For additional information see: http://www.uc3m.es/portal/page/portal/dpto_economia_empresa/home/research/Software/Quantum


Publications

• Mercedes Esteban-Bravo (2004) “Computing equilibria in general equilibrium models via interior-point method”. Computational Economics 23(2), pp. 147-171.
• Mercedes Esteban-Bravo, Jose M. Múgica, Jose M. Vidal-Sanz (2005): “Optimal Duration of Magazine Promotions”, Marketing Letters, Volume 16, issue 2, pp. 99–114.
• Mercedes Esteban-Bravo, Jose M. Vidal-Sanz (2006): “Valuation of boundary-linked assets by stochastic boundary value problems solved with a wavelet-collocation algorithm”, Computers And Mathematics With Applications (CAMWA), Volume 52, Issue 1-2, pp. 137-160.
• Donald R. Lehmann, Mercedes Esteban-Bravo (2006) “When Giving Some Away Makes Sense to Jump-Start the Diffusion Process”. Marketing Letters, 17, Issue 4, pp. 243-254, 2006.
• Mercedes Esteban-Bravo, Berc Rustem (2007) “Worst case modelling for management decisions in electricity markets with incomplete information”. In Kontoghiorghes, Erricos J.; Gatu, Cristian (Eds.): Optimisation, Econometric and Financial Analysis. Series: Advances in Computational Management Science, Vol. 9, pp. 29-50. ISBN: 978-3-540-36625-6.
• Mercedes Esteban-Bravo, Jose M. Vidal-Sanz (2007): “Worst-Case Estimation for Econometric Models with Unobservable Components”, Computational Statistics and Data Analysis, Volume 51, Issue 7, pp. 3330-3354.
• Mercedes Esteban-Bravo, Jose M. Vidal-Sanz (2007): “Computing Continuous-Time Growth Models with Boundary Conditions via Wavelets”, Journal of Economics Dynamics and Control (JEDC), Volume 31, Issue 11, pp. 3614-3643.
• Mercedes Esteban-Bravo, F. Javier Nogales (2008). “Reducing the curse of dimensionality in dynamic stochastic economic models by decomposition methods” Computers & Operations Research, Volume 35, Issue 1, pp. 226-240.
• Mercedes Esteban-Bravo (2008): “An interior-point algorithm for computing equilibria in economies with incomplete asset markets”, Journal of Economic Dynamics and Control (JEDC), Volume 32, Issue 3, pp. 677-694
• Mercedes Esteban-Bravo, Jose M. Múgica, Jose M. Vidal-Sanz (2009): “Magazine Sales Promotion: a Dynamic Response Analysis”, Journal of Advertising, Volume 38, Number 1, pp.137-146.
• Mercedes Esteban-Bravo, Nora Lado (2011): “Brand value in horizontal alliances: the case of twin-cars”, Journal of the Operational Research Society, Volume 62, pp. 1533-1542.