# Marco Bertini

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The Pricing Question

About the Speaker: Marco Bertini is a professor of marketing at Esade and a visiting professor in the marketing unit at Harvard Business School. He is also a senior advisor to the marketing, sales, and pricing practice at the Boston Consulting Group. Marco received my doctorate from Harvard Busine…

Algorithms Won’t Solve All Your Pricing Problems

Marco Bertini, marketing professor at Esade Business School, says more and more companies are turning to pricing algorithms to maximize profits. But many are unaware of a big downside. The constant price shifts can hurt the perception of the brand and its products. He warns that overreliance on art…

Beyond Subscriptions, Pricing for Impact with HBS/ESADE Professor Marco Bertini

Even though people think of me as a subscription person, I always say that for me, subscriptions are simply a tactic. Subscriptions force companies to better align their pricing with performance. If the subscriber doesn’t perceive ongoing value, they cancel the subscription…so it becomes the organi…

Special Episode: 2 Pricing Professionals Debate

Mark Stiving is a widely recognized pricing expert and marketing pro who teaches companies how to boost revenues and realize their true value. He is the host of the Impact Pricing podcast, helping people win more business at higher prices through value, and has authored three books which all revolv…

Applications of Artificial Intelligence and Computer Vision to the cultural heritage domain

Do you want to better understand how new digital technologies can enhance your museum experience? Professor Marco Bertini, from the University of Florence and director of the MICC in Italy, will explain how artificial intelligence and Computer Vision are used in the field of cultural heritage disse…

ICCV 2023 - Multimodal Garment Designer: Human-Centric Latent Diffusion Models for Fashion Image Editing

In this episode we discuss Multimodal Garment Designer: Human-Centric Latent Diffusion Models for Fashion Image Editing by Alberto Baldrati, Davide Morelli, Giuseppe Cartella, Marcella Cornia, Marco Bertini, Rita Cucchiara. This paper introduces a framework for generating fashion images using m…

How to Build a Dynamic-Pricing Strategy That Works

More and more companies are turning to pricing algorithms to maximize profits. But many are unaware of a big downside. Marco Bertini, a marketing professor at Esade Business School in Barcelona, says constant price shifts can actually hurt the perception of your brand and its products. He warns th…

Dynamic Pricing: Who Profits?

Everyone wants to get the best price they can when they buy, whether that’s a product, a service or an experience. But the ‘best price’ can look different for different people, and at different times. Surge pricing, tiered prices, off-peak discounts, time-of-use pricing- technology has enabled mor…

Are you lucky?

K-pop fans in Taiwan have been turning to the God of love in the hope it will boost their luck in getting concert tickets. It got the Unexpected Elements team thinking, are some people just lucky? First, we look at how music resonates in the brain and why listening to it live can feel more emotion…

Dynamic Pricing: It’s Been Here All Along

You might think dynamic pricing is a new phenomenon. You’d be wrong. This week’s guest, Marco Bertini, kicks things off by reminding us it’s been around almost as long as commerce itself. We explore why businesses use it, how it affects customers, and when it actually works best. Marco is Professo…