Professor Alonso Coto thinks the future of marketing –and especially advertising- can be nothing but digital: “once you realize the e-marketing industry has been doubling its size each year for the last three ones, you may no longer conceive marketing without technology”. And he has a solid knowledge base to make this statement; Manuel’s path to consultancy and teaching in the fields of marketing and advertising began with technology management but it was when taking his Executive MBA at IE Business School that he discovered his interest in Marketing After graduating he combined this new vocation with his old passion for technology.
