Marco Bertini
Associate Professor, Department of Marketing in ESADE
Contracted Doctoral Professor URL

Director, Department of Marketing


  • Doctor of Business Administration. Harvard Business School
  • Master of Business Administration. IESE Business School
  • B. Comm. (Economics and Commerce). University of Melbourne
  • B. A. (Political Science). University of Melbourne

Areas of interest

  • Pricing strategy
  • Consumer and managerial decision making


Marco Bertini is Associate Professor and Department Head of the marketing subject area at ESADE (Barcelona). He is also a co-founder of ESADE's Institute for Data-Driven Decisions. He completed his doctoral studies at Harvard Business School, and was previously on the faculty at the London Business School.

Marco's research, which for the most part lies at the interface of the economics and psychology of pricing decisions, appears in the leading journals for marketing science and management practice. His coaching, speaking and advisory work similarly focus on the challenge of designing and implementing a proper strategy to generate revenue from customers-the "back end" of the marketing process.

Recently, Marco was named to the Thinkers50 Radar, a shortlist of the scholars "most likely to shape the future of how organisations are managed and led." Prior to this, he was nominated for the Business Professor of the Year Award, a global competition of the Economist Intelligence Unit, and recognised by the Marketing Science Institute as one of the most promising scholars in the field.

A native of Italy, Marco also lived in Australia, the United States, the United Kingdom and now Spain (again). For more information, please visit

Selected publications

Vana, P., Lambrecht, A. & Bertini, M. (2018). Cashback is cash forward: Delaying a discount to entice future spending. Journal of Marketing Research, 55 (6), pp. 852-868.

Reisman, R. & Bertini, M. (2018). A novel architecture to monetize digital offerings. Journal of Revenue and Pricing Management, 17 (6), pp. 453-458. DOI: 10.1057/s41272-018-0143-3.

Spann, M., Zeithammer, R., Bertini, M., Haruvy, E., Jap, S., Koenigsberg, O. & et al. (2018). Beyond posted prices: The past, present, and future of participative pricing mechanisms. Customer Needs and Solutions, 5 (1-2), pp. 121-136.

Bertini, M. & Tavassoli, N. (2017). When it's time to expand beyond the base. Harvard Business Review, 95 (5), pp. 143-147.

Bertini, M. (2017). Put the customers' money where your mouth is. In Thinkers50, Dear CEO: 50 personal letters from the world's leading business thinkers (pp. 19-21). London: Bloomsbury Publishing.

Lee, L., Lee, M., Bertini, M., Zauberman, G. & Ariely, D. (2015). Money, time, and the stability of consumer preferences. Journal of Marketing Research, 52 (2), pp. 184-199.

Bertini, M. & Tavassoli, N. (2015). Can one business unit have two revenue models?. Harvard Business Review, 93 (3), pp. 121-125.

Bertini, M. (2014). Price wars and the managers who start them. Business Strategy Review, 25 (4), pp. 52-55.

Aydinli, A., Bertini, M. & Lambrecht, A. (2014). Price promotion for emotional impact. Journal of Marketing, 78 (4), pp. 80-96.

Bertini, M. & Koenigsberg, O. (2014). When customers help set prices. MIT Sloan Management Review, 55 (4), pp. 57-64.

Ham, T. & Bertini, M. (2013). The right price, at the right moment, to the right customer. Business Strategy Review, 24 (1), pp. 49-53.

Bertini, M. (2012). The price of olympic success. Business Strategy Review, 23 (2), pp. 43-47.

Bertini, M. & Gourville, J.T. (2012). Pricing to create shared value. Harvard Business Review, 90 (6), pp. 96-104.

Bertini, M., Wathieu, L., Sigman, B.P. & Norton, M.I. (2012). Do social deal sites really work?. Harvard Business Review, 90 (5), pp. 139-143.

Bertini, M. & Cabornero, R. (2012). The perils of popularity. Business Strategy Review, 23 (1), pp. 51-55.

Bertini, M., Wathieu, L. & Iyengar, S.S. (2012). The discriminating consumer: Product proliferation and willingness to pay for quality. Journal of Marketing Research, 49 (1), pp. 39-49. DOI: 10.1509/jmr.10.0028.

Bertini, M. & Ofek, E. (2011). When the name is the game. Business Strategy Review, 22 (3), pp. 50-55.

Bertini, M. (2011). Time for a unified campaign?. Harvard Business Review, 89 (6), pp. 129-133.

Bertini, M. & Ofek, E. (2011). The best way to name your product 2.0. Harvard Business Review, 89 (5), pp. 36-36.

Hinterhuber, A. & Bertini, M. (2011). Profiting when customers choose value over price. Business Strategy Review, 22 (1), pp. 46-49.

Bertini, M. & Kumar, N. (2010). The upstart's assault. Harvard Business Review, 88 (7-8), pp. 159-163.

Bertini, M. & Wathieu, L. (2010). How to stop customers from fixating on price. Harvard Business Review, 88 (5), pp. 84-91.

Bertini, M., Ofek, E. & Ariely, D. (2009). The impact of add-on features on consumer product evaluations. Journal of Consumer Research, 36 (1), pp. 17-28. DOI: 10.1086/596717.

Bertini, M. (2008). Attention arousal through price partitioning. Marketing Science, 27 (2), pp. 236-246.

Bertini, M. & Wathieu, L. (2007). Research note-attention arousal through price partitioning. Marketing Science, 27 (2), pp. 236-246. DOI: 10.1287/mksc.1070.0295.

Wathieu, L. & Bertini, M. (2007). Price as a stimulus to think: The case for willful overpricing. Marketing Science, 26 (1), pp. 118-129. DOI: 10.1287/mksc.1060.0222.