Revista Latina


Gema Martínez Navarro

Department of Commercialization and Market Research
Faculty of Commerce and Tourism
Universidad Complutense de Madrid
Avda. Islas Filipinas, 3 28003, Madrid
Phone number 91 394 24 69

Business Administration Graduate by Universidad Carlos III de Madrid, Master’s degree in Marketing by Universidad Complutense de Madrid, PhD in Economic and Business Sciences by Universidad Complutense de Madrid. She has been Associate Professor in UC3M III for 15 years and in the UCM since 2008; combining this task with her business facet as consumer’s behavior analyst and researcher for different brands and companies both national and international.

She is currently Assistant Professor in the Department of Commercialization and Market Research of UCM and Coordinator of the Double Degree on Tourism and Commerce in the Faculty of Commerce and Tourism.

Her research area and scientific production is linked to the study of communication, new technologies and consumer’s behavior. Among her publications there outstand papers in different national and international journals of impact - Comunicar, Icono 14, Revista de Comunicación de la Seeci, Vivat Academia Revista de Comunicación, AdResearch, Cuadernos de Economía, Opción, Harvard Deusto MK y Ventas, among others–.

She is author of the book Marketing y Comunicación de moda by ESIC Editorial (2017) and coauthor of numerous chapters –Nuevas Estrategias de Comunicación (2010), Imagen Corporativa (2009), Estrategias de Marketing para Grupos Sociales (2010), Nuevas Tendencias en Investigación (2011). She is lecturer in different national and international congresses –AEMARK, EMAC, CUICIID, among others–.

Part of her scientific production (H Index= 2) can be found in the following google scholar link: