Menu

Dr. Pablo J. López Tenorio

Founder of pablotenorio.com

View LinkedIn

Introduction

Founder of pablotenorio.com, a website specialising in consultancy and online training services in the field of Data-Driven Marketing. Previously, he developed his professional career for over 20 years holding senior positions in Marketing Research and Analysis at companies such as Altadis-Imperial Tobacco and Repsol.

Education

  • PhD in Business Economics. Autonomous University of Madrid.
  • Master’s in Marketing Management and Commercial Management. ESIC Marketing & Business School.
  • Degree in Market Research and Techniques. Autonomous University of Madrid.
  • Diploma in Statistics. Complutense University of Madrid.

Areas of Interest

  • Advertising effectiveness
  • Marketing ROI
  • Marketing research and analysis

Professional Experience

Pablo J. López Tenorio holds a PhD in Business Economics from the Autonomous University of Madrid. Master’s in Marketing Management and Commercial Management from ESIC Business & Marketing School. Degree in Market Research and Techniques from the Autonomous University of Madrid. Diploma in Statistics from the Complutense University of Madrid.

In the professional field, he is the founder of pablotenorio.com, a website specialising in consultancy and online training services in the field of Data-Driven Marketing. Previously, he developed his professional career for over 20 years holding senior positions in Marketing Research and Analysis at companies such as Altadis-Imperial Tobacco and Repsol.

In the academic field, he is currently an undergraduate lecturer at Carlos III University of Madrid. Previously, he 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.
http://www.pablotenorio.com/

Research Journal 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.
  • 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.

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.
  • 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.

Chapters

BACK TO FACULTY