Pedro Mir Bernal
Areas of interest
Brand positioning
Marketing strategies
Sales channels
Shopping centers and department stores
Discounts and returns
Multibrands
Reputation and crisis management for fashion brands
Sales: involving the consumer and the salesperson
Pedro Mir has been a marketing executive in FMCG and services companies and has been advising different companies, both fashion and mass consumption, for more than 25 years.
He has been marketing and sales manager in multinationals such as Danone, Lindt Sprüngli, Idilia Foods or Sercotel Hotels, working with global brands and being project leader in several international product launches. In 2016 he founded Top Line Marketing, a consulting firm dedicated to the strategy and development of brands such as Nivea, Unilever, Coca Cola or Kimberly-Clark.
Mir holds a degree in Economics from the University of Navarra. In 2005 he obtained a Master in Business Administration from ESADE Business School and in 2014 a Master of Science in Digital Marketing from San Pablo CEU University. In 2015 he obtained a PhD in Social Sciences from the latter, with Summa Cum Laude qualification.
He has developed his training at various international universities such as Fudan Shanghai University in China, Case Weatherhead Cleveland-Ohio (USA) and consumer behavior at MIT in Boston (Massachusetts USA). He has been visiting professor at Nikolaus Copernicus University (Poland) and Boston College in Boston (USA) or Kennesaw S. University in Georgia (USA). He has been a key speaker at the American Marketing Association AMA Global Congress (Atlanta, 2016). In 2013 he started the Marketing and Sales Club at the University of Navarra, in the School of Economics, where he also teaches.
He has published several scientific articles in prestigious journals such as "General theory of entrepreneurship, culture and quality of life", "Promotional strategies for service companies" or the book "Brand.com" as well as other book chapters in the area of marketing and communication. He has been Editor of the Journal of Global Fashion Marketing on several occasions. In 2019, the Korean Marketing Association awarded him the Best Paper Award 2019, published in the Journal of Global Scholars of Marketing Science.
He is currently Academic and Research Director and Professor of Marketing and Consumer Behavior at ISEM Fashion Business School (University of Navarra).
Research article
Fashion or how to interact with young generations to create a brand?
Joan-Francesc Fondevila-Gascon, Pedro Mir-Bernal, Teresa Sadaba-Garraza, Fátima Vila-Marquez
Year: 2022
Research article
How old is good for Rolex? Fashioning heritage and innovation into strategic advantage
Pedro Mir, Patricia Sanmiguel, Maria Eugenia Josa
Year: 2019
Book
Brand.com: Brand reputation and social media
Pedro Mir
Year: 2018
Publisher: EUNSA