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ALTO seminar Malaga 2015 - open event
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ALTO seminar Malaga 2015 - open event

When: 16th January 2015
09:30 - 16:00
Where: Minotauro room
NH Hotel Malaga
C/ San Jacinto, 2
Malaga 29007
Contact: Reka Lenart

Online registration is closed.
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Join us at the ALTO Malaga event on 16th January 2015, where we've invited our top scorer on the list of excellent keynote speakers according to members' feedback: Marco Bertini. Marco will hold a seminar for us from 09:30 on the Friday before Alphe Malaga begins so we recommend that you arrive one day earlier for the workshop on Thursday, 15th January. You can also join the ALTO seminar if you are not registered to participate at the workshop over the weekend.

Our events are usually open to members only, but we would like to invite decision makers of non-member organisations to our Malaga event, so that they can see the excellent professional development and networking value we offer to our members. 

For members this will be a great opportunity to follow up on Marco's previous presentation at the ALTO Day Berlin event in 2012, please log in to the members' area and watch the seminar videos: 

Pricing for Profit by Marco Bertini at

Please complete the on-line registration form, if you are interested to join us. We look forward to seeing you there!

Keynote Speaker: Marco Bertini

Keynote Title: Chasing Growth: Pricing Strategies to Boost Your Business

Summary:  From a marketer’s perspective, business growth is achieved primarily by paying greater attention to customers. A deeper understanding of what customers do and say than competitors is meant to guide a company’s branding efforts to build stronger connections, which presumably have a positive impact on sales, retention, referrals, and so on.

When it comes to pricing what they offer, however, many companies resort to irritating, impersonal, and clearly antagonistic tactics that end up damaging or even destroying all the good work done by their brands. This is a shame because, more than other forms of communication, pricing sends unequivocal messages about what a company believes in, what it thinks of its customers, and how it wants to interact with them. Importantly, there is nothing like pricing to engage customers, initiating a dialogue that can uncover additional opportunities for value creation.

The purpose of this workshop is to explore three ways in which we can better align price and brand to boost financial performance.

Planned schedule:
09:30 - 11:00 first session 
11:00 - 11:30 Coffee break
11:30 - 13:00 second session
13:00 - 14:30 Networking Lunch
14:30 - 16:00 third session

Introducing Marco Bertini: Marco Bertini is Associate Professor of Marketing Management at ESADE in Sant Cugat del Vallès (Barcelona), Spain. He is considered a leading expert in the area of pricing strategy.  

Marco holds a Doctor of Business Administration from Harvard Business School, a Master of Business Administration from IESE Business School, and undergraduate degrees in Arts (Politics and International Studies) and Commerce (Economics) from The University of Melbourne. His research, which investigates the customer and manager psychology of pricing decisions, appears in the major journals for marketing academics (Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, and Marketing Science) and business practitioners (Harvard Business Review and MIT Sloan Management Review), and it is often cited in print media and television—most recently in the BBC, Bloomberg BusinessWeek, Financial Times, The Times, and Wall Street Journal.

Read Marco's bio