Gerard Costa Guix
Department of Marketing
Ramon Llull University
Gerard Costa holds a PhD in Management Sciences and an MBA from ESADE. I have held several part-time positions at ESADE since 1990, covering both academic and management functions. His academic interest is focused on the structural and cultural aspects of various marketing-related areas, and on the impact of market orientation on the results of organizations. He has studied the management of marketing channels, the interrelations with marketing and sales functions, and business management in the health sector and pharmaceutical industry, analyzing the relations between product-service orientation and mechanisms to increase market orientation. Gerard has pursued a parallel professional career in Procter & Gamble, Arthur Andersen, Bayer, and Rizzoli Corriere della Sera, and business consultancy activities in marketing.
Social Marketing: design process, implementation amd control of programs aimed at promoting a social idea or practice in a specific community (from health marketing to marketing programs connected with corporate social responsibility