P.h.D Pablo J. López Tenorio

Creator of pablotenorio.com, a website specialized in consulting services and online training in the field of Data-Driven Marketing. Previously I have developed my professional activity for more than 20 years holding positions of responsibility in Marketing Research and Analysis areas of companies such as Altadis-Imperial Tobacco and Repsol.

Education

  • P.h.D in Business Economics. Universidad Autónoma de Madrid.
  • Master in Marketing and Commercial Management. ESIC Marketing & Business School.
  • Degree in Market Research and Techniques. Universidad Autónoma de Madrid.
  • Diploma in Statistics. Complutense University of Madrid.

Areas of expertise

  • Advertising effectiveness
  • Marketing ROI
  • Marketing research and analysis

Professional Career

Pablo J. López Tenorio holds a PhD in Business Economics from the Universidad Autónoma de Madrid. Master in Marketing and Commercial Management from ESIC Business&Marketing School. He holds a degree in Market Research and Techniques from the Universidad Autónoma de Madrid. Diploma in Statistics from the Complutense University of Madrid.

In the professional field he is the creator of pablotenorio.com, a website specialized in consulting services and online training in the field of Data-Driven Marketing. Previously he has developed his professional activity for more than 20 years holding positions of responsibility in Marketing Research and Analysis areas of companies such as Altadis-Imperial Tobacco and Repsol.

In the academic field, he is currently an undergraduate professor at the Carlos III University of Madrid. Previously he has held management positions in the academic area of Marketing at ESIC Business&Marketing School and UNIR (International University of La Rioja). For more information: www.pablotenorio.com.

Publications

Opnion Articles

  • López-Tenorio, P.J. y Romero J. (2020). Investors’ response to advertising: the role of media. Journal of Marketing Management, 36(15-16), 1505-1526. Taylor & Francis.
  • Ruiz-Alba, J.L., Morales, J., Ayestarán, R. y López-Tenorio, P.J. (2021). Fashion events and e-WOM. Event Management. Cognizant Communication Corporation.

Books

  • López-Tenorio, P.J. y Méndez, M. (2013). El ROI como métrica de la eficacia del marketing. Cálculo a través de métodos cuantitativos. Madrid: ESIC Editorial.
  • López-Tenorio, P.J. (2011). Técnicas de medición cuantitativa de la eficacia publicitaria: El postest publicitario. Madrid: ESIC Editorial.

Books Chapters

  • Jiménez, M.A. y López-Tenorio, P.J. (2012). La medición del retorno de la inversión en marketing (ROIM). En M.J. Merino y E. Yagüez (Eds), Nuevas tendencias en investigación y marketing (pp. 125-151). Madrid: ESIC Editorial.

Research papers

Articles

  • López-Tenorio, P.J. (2014). Presupuesto enfocado al ROMI. Cómo medir el rendimiento de cada euro invertido. Harvard Deusto Marketing y Ventas, 125, 36-42. Ediciones Deusto.
  • López-Tenorio, P.J. (2013). Marketing: ¿gasto o inversión? MK: Marketing + Ventas. 286, 63-66. Wolters Kluwer España.

Lectures and Conferences 

  • López-Tenorio, P.J. (septiembre, 2014). El impacto del mix de medios en el valor de la empresa. Trabajo presentado en el XXVI Congreso de Marketing AEMARK, Elche, Alicante.
  • López-Tenorio, P.J. (junio, 2013). Media advertising decisions and firm value. Trabajo presentado en el 10th Marketing Dynamics Conference, North Carolina.
  • López-Tenorio, P.J. (junio, 2012). Advertising media mix decisions and firm value. Trabajo presentado en el 34th ISMS Marketing Science Conference, Boston.
  • López-Tenorio, P.J. (mayo, 2012). The impact of advertising media mix decisions on firm value. Trabajo presentado en el 41st EMAC Conference, Lisbon.