Norman Kurtis. Vice Dean, Behaviour and Human development. IE University

15 June 2016

Los consumidores senior representarán casi el 50% de la población en 2050 y las marcas lo saben, por eso, se dirigen a ellos con productos, servicios y campañas específicas.

Gildo Seisdedos. Professor. IE Business School

29 February 2016

The digital revolution is coming to the rescue of cities worldwide that are threatened by serious pollution and growth problems. 

Enrique Dans. Professor. IE Business School

16 March 2015

Feedly managed to leverage a gap left by Google Reader and now it has the potential to become a benchmark social reading tool

Gildo Seisdedos. Professor. IE Business School

25 July 2014

Urban tourists enjoy a level of purchasing power and the kind of interests that makes large cities see them as a very attractive source of income and global positioning. But first they have to know what these urban explorers are looking for.

Ana Herranz. Director Careers Services. Alumni. IE Business School

23 June 2014

How do you get a business angel interested in your project in the time it takes to complete the average elevator ride? Here you have the keys to getting it right.

Yolanda Regodón. Associate Director of Communications. IE Business School

27 May 2014

In a world where innovation now plays a major role in success, companies increasingly need to discover, attract and recruit talent, because that is where the key to the future lies.

María Eugenia Girón. Professor. IE Business School

1 January 2014

Over the last year, we have witnessed giant steps taken by famous brands as they embark on a race to acquire companies that can guarantee access to the most exclusive raw materials.

Teresa Serra. Professor. IE Business School

1 November 2013

A loyal customer is a treasure. And not only because of their purchasing power, but rather because of the evangelical effect they can have within their circles or on social networks.

José Luis Ibáñez. Professor. IE Business School

18 September 2013

A highly satisfied client is the best marketing tool a company can have, given that in addition to customer loyalty, customers now extol the virtues of companies they like among members of their network.

James Santomier. Professor. IE Business School

2 July 2013

Social networks are revolutionizing the world of sports marketing, enabling brands to establish direct contact with their clients.

Gildo Seisdedos. Professor. IE Business School

8 May 2013

Madrid stands a good chance of being successful in its latest bid for the Olympic Games if it centers its efforts on offering smart games in the face of economic crisis.

María Eugenia Girón. Professor. IE Business School

16 January 2013

There are plenty of examples that evidence Spain’s potential in the luxury sector, but first it has to assimilate some of the basic principles of success, beginning with internationalization.

Enrique Dans. Professor. IE Business School

13 April 2012

The Web has brought a new dimension to the idea that man is a social animal – namely so-called viralization or gamification. Knowing how it works could play a key role in business success.

Roberto Álvarez del Blanco. Professor. IE Business School

10 January 2011

Managing how others see us plays an essential role in building a career or personal relations.

David Gracia. Professor. IE Business School

6 July 2010

The social networking phenomenon is unstoppable, but there is still no business model capable of successfully exploiting the services these companies provide.

Gildo Seisdedos. Professor. IE Business School

8 June 2010

South Africa’s much-desired World Cup could turn into a nightmare if global coverage exposes the country’s weakest points.

Juan Pablo Vázquez Sampere. Professor. IE Business School

5 October 2009

Governments can be the best marketing managers in the world using the broad range of tools they have at their disposal to influence consumers. In Spain, the need to start focusing on “retailers” (workers) rather than “wholesalers” (banks and businesses).

Carmen Abril. Professor. IE Business School

2 July 2009

Things are not often black or white, but rather tend to come in varying shades of gray. The world of white brands is no exception. They are no better or worse than other products, but they are certainly competitive.

Roberto Álvarez del Blanco. Professor. IE Business School

1 April 2009

Taking the scissors to the marketing budget is an all too familiar reaction in times of crisis, but it is a mistake that can weaken the brand and hamper attempts to differentiate a product.

Manuel Alonso. Professor. IE Business School

9 March 2009

Let’s face it, the customer is always right, and this long-standing truth is growing truer by the day thanks to new technologies. Traditional marketing doesn’t work anymore.

Guillermo de Haro. Professor. IE Business School

11 February 2009

We all have our own personal brand, and Personal Brand Management can help us to enhance our image using the same techniques that enable companies to sell themselves better.

Manuel Alonso Coto. Professor. IE Business School

9 January 2009

Publicity and marketing is going through its worst crisis since the Great Depression. But not every aspect is suffering, given that online publicity is seeing enormous growth, driven in part by needs emerging from the economic crisis.

<a href="">Gildo Seisdedos. Director. Urban Management Forum. IE Business School</a>

6 May 2008

Madrid has been highly successful in leveraging opportunities derived from its status as capital of Spain, but now it’s time for a change of model if it wants to keep up the pace of growth.

Ramón Díaz Bernardo. Professor. IE Business School

1 April 2008

For years now, the energy sector has spurned marketing, but changes in legislation and share structures have brought about a shift in attitudes. Iberdrola is a prime example.

Ramón Solé. Professor. IE Business School

4 March 2008

Pronovias is a world reference in the bridal gown business, thanks to a happy marriage between prêt a porter and top designers.

Miguel Costa. Professor. IE Business School.

6 February 2008

Opticians need to rethink their strategies if family businesses like San Gabino are to remain competitive.

Ramón Díaz Bernardo. Professor. IE Business School

10 January 2008

Many think the success of the original lollipop company, Chupa Chups, is because they were the first to put a sweet on a stick. But the real key to this success story is good marketing.

Manuel Alonso. Professor. IE Business School

30 October 2007

Some think that online marketing will eradicate traditional formats. Wrong. The key to success lies in combining old and new methods.

<a href="">Gildo Seisdedos</a>. Professor. IE Business School

3 July 2007

Municipal elections should focus on the future of cities and not on global issues. We, as voters, should demand an electoral program that seeks to improve quality of urban life.

<a href="">Gildo Seisdedos</a>. Professor. IE Business School

30 May 2007

In the brave, new world of globalisation, countries need to design a nation brand that describes who they are. Today, the monarchy of King Juan Carlos does just that for Spain.

Manuel Alonso. Director. E-marketing Virtual Community. IE Business School

5 January 2007

Podcasting opens up a whole new world to advertisers and marketing executives. Companies use the technology to target future markets; consumers receive music and videos when and where they want.

Gildo Seisdedos. Professor. IE Business School

28 November 2006

By the year 2025, three quarters of the world population will live in an urban setting. Cities will need to respond by offering a whole new array of services to their citizens. To that end, the Instituto de Empresa and the city of Madrid are working together to help urban managers prepare for these challenges.

Juan Luis Martínez. Professor. Instituto de Empresa and José Gavidia. Professor. College of Charleston.

4 May 2006

Many companies are moving beyond their markets to offer their clients new services that improve efficiency and reduce costs and which were traditionally performed by outside professionals. This process is known as insourcing.

Antonio Díaz Morales. Professor. Instituto de Empresa

21 March 2006

Corporate account managers need new managerial tools to stay ahead. By providing an in-depth view of a client´s present and future performance, an account plan can help corporate account managers develop an adequate strategy for the future.

Juan Luis Martínez. Professor. Instituto de Empresa

31 January 2006

Fundraising is not just asking the same people as always to give more money but rather finding fresh, innovative ways of capturing new donors. This article tries to define what a non-govermental oragnisation must take into account when developing new campaign strategies.

Gema Martín Soler. Professor. Instituto de Empresa

9 January 2006

Electronic discount coupons, better known as e-coupons, have long been used as a sales promotion tool in the United States. Now these vouchers, similar to the traditional off-line coupons, are catching on in Spain.

Belén Sandoval. Professor. Instituto de Empresa

24 November 2005

A shop is successful when retailers and distributors follow a merchandising plan that optimises the shopping experience of the customer and thus assures his future loyalty.

Gildo Seisdedos. Professor. Instituto de Empresa

27 October 2005

The science of marketing is often misunderstood. Rather than focus on mere image-building, as many people believe, marketing actually plays a vital social role; it ensures that business caters to the consumer.

Gildo Seisdedos. Director of the Urban Management Forum, Instituto de Empresa

5 September 2005

The process for selecting the host country for the Olympic Games is turning into a spectacle and soon cities are likely to bid for the privilege of hosting the selection ceremony with as much or even more enthusiasm as for the Games themselves.

José Luis Silvestre. Collaborator. Centre for Diversity. Instituto de Empresa

18 May 2005

Fourth in a series of inquiries into what companies are doing to promote diversity management.

Gildo Seisdedos. Director. Master in Sales and Marketing Management. Instituto de Empresa

17 February 2005

Last December the city of Zaragoza was awarded Expo 2008. It has reached that elite status made possible only by hosting an international event of such magnitude.

Ramón Díaz Bernardo. Director of the Master in Tourism Management Program. Instituto de Empresa

18 October 2004

Spain remains an international tourist draw for those seeking sun, sea and sand. But it will need new competitive strategies to hold on to this top spot.

Antonio Díaz Morales.Professor.Instituto de Empresa

14 September 2004

Today’s more sophisticated and demanding consumers are placing increasing importance on product quality. As their purchasing power grows, product safety – traceability – is becoming a key factor.

Enrique Dans. Director. IS/IT Area. Instituto de Empresa

18 June 2004

Customer information is a keen weapon in the competition wars. A customer about whom we have information is a customer ‘in color’; one we can recognize close-up. Companies are now using profiling systems to augment client information.

Eduardo Navarro. Managing Partner. Improven Consultores

31 May 2004

It is natural to treat customers alike, as if they were all the same. But this is a big mistake, the author argues, for some customers are angels and others are devils.

Enrique Dans. Professor. Instituto de Empresa

24 March 2004

How much is your personal agenda worth? What price would you give to your company’s client list?

Roberto Alvarez del Blanco. Professor. Instituto de Empresa

25 February 2004

Aristotle wouldn’t have been so bold as to attempt to manage your corporate brand. But he could have offered some excellent suggestions.

Enrique Dans. Professor. Instituto de Empresa

25 January 2004

New technologies have made their mark on the marketing world, making it a more precise management tool. However, tools like geomarketing or micromarketing cannot guarantee long-term client satisfaction unless used with the appropriate strategy.

Enrique Dans. Professor. Instituto de Empresa

24 November 2003

The author examines the two sides of Customer Relationship Management, or CRM.

By Ignacio Urrutia. Professor at Instituto de Empresa

16 July 2003

Sports is big business. Spain’s Real Madrid soccer team pulled off a brilliant negotiating coup in signing David Beckham from England’s Manchester United.

Juan Fernández

20 April 2003

Latin America as a tourist location seems to be losing its charm. Without better security and first-rate sanitation, it will be difficult to regain its appeal. Until a few years ago, Brazil and the Dominican Republic, for example, were two countries with high tourist demand. In 2002, the number of international tourists there fell by 7.2 percent and 2.5 percent, respectively.

By Stefanie Müller, Wirtschaftswoche correspondent in Madrid

19 February 2003

There is a generalized crisis in the German retail sector. Only discounters are doing land-office business. German consumers are taking their revenge out on Euro-criminals

Juan Luis Martinez: Professor at Instituto de Empresa

17 December 2002

In times past, when fundraising campaigns were designed, planned and executed, behavior analysis of those providing financial resources to aid social causes was based on the premise of a donation. Captivated by the righteousness of a cause, or moved by social awareness, people reached into their pockets and made a financial gift.


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Tel. +34 915 689 600