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'In Praise of Smarter Monetisation', by Marco Bertini


April 03 OF 2017 from 07:30 PM to 09:30 PM


The ESADE Alumni Italy Chapter invites you to the session ''In Praise of Smarter Monetisation'', by Professor Marco Bertini, Director and Associate Professor in ESADE’s Department of Marketing.

Monetisation is an area of business that professionals seldom talk about with enthusiasm. Indeed, many companies tackle today’s demanding markets without a carefully crafted plan or strategy, jeopardising financial and brand health. This talk explains what a proper approach to monetisation looks like. In particular, we will draw up a clear ''to do'' list and highlight several issues that the astute manager should keep in mind.

Don’t miss this event followed by a light dinner! 

Please save the date and register to book your seat. Partners and business contacts are also welcome and you can register them as guests.



Marco Bertini

Marco Bertini is Associate Professor and Director of the Marketing Department at ESADE. He is considered a leading expert in the area of pricing strategy.

Marco holds a PhD in Business Administration from Harvard Business School, a Master of Business Administration from IESE Business School, and undergraduate degrees in Arts (Politics and International Studies) and Commerce (Economics) from the University of Melbourne. His research into the psychology of pricing decisions is published in the major journals for marketing scholars (Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, and Marketing Science) and management practitioners (Harvard Business Review and MIT Sloan Management Review). His work is often cited in printed media and television, most recently on the BBC, Bloomberg Business Week, Financial Times, The Times, and Wall Street Journal.

Before joining ESADE, Marco was on the faculty at London Business School for eight years, where he developed and taught Pricing Strategy, the most popular marketing elective on the school’s MBA and Executive MBA curricula, and participated in a broad range of open enrolment and custom programmes for senior managers. He has also taught at other educational institutions across Europe (e.g., IESE, INSEAD, University of Cambridge Judge Business School, and University of Oxford Saïd Business School), the United States (Columbia Business School), and Asia (China Europe International Business School).

Marco is a frequent keynote speaker on pricing issues and his corporate clients have ranged from entrepreneurial start-ups to Global Fortune 500 companies and government. He is a member of several academic associations, pricing institutions, and the academic liaison committee of the Chief Marketing Officer Council.



Hope to see you there!

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