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Juan Manuel de Toro
Academic Director, Institute for Media and Entertainment


Juan Manuel de Toro Martín is a professor in the Marketing Department of IESE Business School. He holds a Degree in Law from the Universidad Complutense de Madrid and an MBA and a PhD in Economics and Business Administration from the University of Navarra. He completed an MBA and the Senior Management Programme (PADE) at IESE Business School. He is the Academic Director of the Institute for Media and Entertainment (IME) at IESE Business School and the School of Communication at the University of Navarra.

De Toro Martín has published many articles in specialized journals and the daily financial press about the role of advertising in brand creation, enrichment and value management, as well as the current context of advertising in Spain. His areas of expertise in business research and consulting include advertising communication strategies and brand value management.