María Jesús Yagüe

Última actualización: 03/02/2010

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Curriculum Vitæ

María Jesús Yagüe is a professor of Marketing and Market Research since 1994. In 1997 she moved from the Department of Finance and Business Research of the University of Castilla la Mancha to the Department of Finance and Business Research of the Autónoma University of Madrid, to which she belongs now.

She has a PhD in Business Administration from the University of Zaragoza, where she also got her degree in Economy and Business.


María Jesús Yagüe

Teaching & Research

Her teaching is focused on Marketing Management in the undergraduate program, and Brand Capital in the PhD program. Her research interest comprises Brand and Price Strategies, their impact on business results, distribution channels and competitive structure. Currently her research is aimed at developing new scales to measure Brand Capital, Client Capital and the relationship between both of them.

Yagüe's works have been published in prestigious reviews in the area of marketing, such as International Journal of Market Research, Journal of Marketing Management, International Journal of Services Industry Management, Journal of Retailing and Consumer Services, Journal of travel Research.

Academic contributions

Besides teaching and research, Mª Jesús has contributed to several reviews and academic associations. She has been the founder president of AEMARK (Spanish Association of Academic and Professional Marketing), and belongs to the publishing and writing boards of the Spanish Review of Marketing Research (REIM), ESIC Market, and Industrial Economy (EI).

She also acts as a consultant to a number of international congresses such as EMAC (European Marketing Conference) or Marketing Trends, and academic reviews like REIM, Review of Applied Economy, European Review of Management and Business Administration, Spanish Business Information, EI, and Management Research, among others.

In 2005, she organized the XVII Meeting of University Teachers of Marketing (EMARK).

In addition, from 1998 to 2001 Mª Jesús has been the Vice-dean of Academic Planning of the School of Economy and Business of the UAM, and the Faculty Deputy Provost, from May 2001 to April 2002. Nowadays, she is responsible for the PhD program of Research and Marketing Techniques, which is taught at the UAM.

Recent Publications

Contact  Prof. María Jesús Yagüe
Phone (34) 91 4978669
Fax (34) 91 4978725

C/ Tomás y Valiente, 5
28049 Madrid (Madrid)

Office EXVI-313



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