authors Guzmán-Martínez, Francisco Jesús Guzmán-Martínez, Francisco Jesús Guzmán-Martínez, Francisco Jesús
selected publications academic article in scopus The emotional side of price: reference price as a decision maker in consumer purchase. International Journal of Retail and Distribution Management. 52:771-785. 2024 book in scopus Influencer Marketing and Micro-Influencers in Internationalization Strategies 2025 chapter in scopus Understanding Omnichannel Customer Experience through Brand Trust and Its Impact on Shopping Intention: An Abstract. 59-60. 2022
teaching activities Analytics for Business: From Data to Decisions Data Analytics Bootcamp Price Optimization and Supply Chain
education and training Degree in marketing, Tecnológico de Monterrey Master in Marketing Management, Universidad de Guadalajara PhD in Administrative Sciences, Sede EGADE Business School, Santa Fe
paco.guzman@tec.mx
