- guesalaga@uc.cl
- Asociado
- Marketing
Asesor en Marketing y en Educación Acemark Ltda., además ha sido consultor de negocios en importantes empresas, tales como: Pfizer, LUN, BCI, Falabella, entre otras.
EDUCACIÓN Y ÁREAS DE INTERÉS
Ingeniero Comercial y MBA UC; Ph.D. in Marketing, Goizueta Business School, Emory University, Atlanta, EE.UU.
PUBLICACIONES
2018 | Kogan Page | Davies, M.
Implementing Key Account Management: Designing Customer-Centric Processes for Mutual Growth
2019 | Journal of Business and Industrial Marketing | Ruiz-Alba, J.
2019 | Journal of the Academy of Marketing Science | Arunachalam, S.
New product introductions for low-income consumers in emerging markets
2018 | Industrial Marketing Management | Guesalaga, R.
Which resources and capabilities underpin strategic key account management?
2018 | International Journal of Consumer Studies | Guesalaga, R.
Young consumers’ innovativeness in apparel choices: A model including consumer self-confidence
2017 | Psychology and Marketing | Guesalaga, R.