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Teaching and Research Staff

Cruz Roche, Ignacio

Cruz Roche, Ignacio

Catedrático, Dpto. de Financiación e Investigación Comercial: UDI de Marketing
Módulo 16 - Despacho 311
(34) 91 497 48 73
(34) 91 497 8725
Resume CV

Dr. Ignacio Cruz Roche received his PhD in Economics from the Universidad Autónoma de Madrid, his LL.B. from the Universidad Autónoma de Madrid and his Bachelor of Business Administration from the ICADE. He was promoted to Catedrático (Full Professor) of Business Economics at the University of Zaragoza (1979) and at the Universidad Autónoma de Madrid (1980). Since 1984 he has been Full Professor in the area of Commercialization and Market Research at the Universidad Autónoma de Madrid.

He served as UAM’s Chair of the Finance and Commercial Research Department (1978-1986, 1990-2000 and 2003-2004) as well as UAM’s Chancellor (1979-1982) and Vice Rector for Planning and Institutional Relations (2000-2002).

He was also appointed General Manager of Foreign Trade (Ministry of Industry, Trade and Tourism) from 2004 to 2008 and Board Member of MERCASA and SEGITTUR since 2004. He was elected Vice President – Market Distribution (Ministry of Industry, Tourism and Trade) and of the Price Monitoring Agency at the Ministry of Agriculture, Food and Fisheries (2004-2008).

He served as President of MERCASA from 2008 to 2012.


Areas of experience
  • Strategic Marketing
  • Commercial Distribution
  • Distribution Channels
  • Retailing


Dr. Cruz Roche has published over a hundred articles in professional journals on topics such as marketing, business economics and social protection. He also wrote ten books, amongst which it is worth mentioning “Canales de Distribución” (Pirámide, 2012), “Los Canales de Distribución de Productos de gran consumo: concentración y competencia” (Pirámide, 1999), and “Fundamentos de Marketing” (Ariel, 1992), as well as being co-author in “Dirección de Marketing” (Prentice Hall, 2000), “La Protección social de la Dependencia” (MTAS, 1999), “Canales de Comercialización” (Prentice Hall, 1998) and “Economía de la Empresa” (Pirámide, 1984).

He also participated in numerous conferences and lectured students from several Spanish and foreign universities. He was advisor of the UNCTAD-GATT, the World Health Organization, the European Commission, various Spanish offices and agencies, business associations and corporations.

Facultad de Ciencias Económicas y Empresariales  · C/ Francisco Tomás y Valiente, 5 · Universidad Autónoma de Madrid · 28049 Madrid · España