Anne-Sophie BAYLE TOURTOULOU

Associate Professor

Marketing

tourtoulou@hec.fr
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Biography

Anne-Sophie Bayle-Tourtoulou is an Associate Professor in the Marketing Department. She holds a Master in Management degree from HEC Paris - Grande Ecole and the CEMS Master degree. She also holds a Research Master in Marketing and Strategy from Paris-Dauphine University and obtained her phD in Management Science from HEC Paris. Her doctoral thesis won the award for best dissertation in management from the French Académie des Sciences Commerciales.

Her interests lie on strategic and digital marketing, omnichannel retail and ecommerce marketing, consumer neuroscience and the ethics of artificial intelligence. She has published several articles and books on the previous topics. Her latest book, The Neuro-Consumer: Adapting Marketing and Communication Strategies for the Subconscious, Instinctive and Irrational Consumer's Brain (in coll. with M. Badoc), was published by Routledge in 2020 (https://www.routledge.com/search?kw=The+Neuro-consumer).

She has been the Academic Director of the Marketing Major and the Master of Sciences in Marketing at HEC from 2012 to 2018 and is the current Academic Director of the "Certificat Executive Marketing & Digital" at the Executive Education. She also worked as a part-time research analyst at IRI, one of the world's leading research companies, for 10 years. She was a finalist for the Pierre Vernimmen – HEC – BNP Paribas Award for the best HEC Paris teacher in 2018, 2022 and 2024.

 

 

Scientific articles

Indicateur de valeur de marque et variables d'offre, analyse empirique sur données de panel de magasins / Brand value indicator and marketing mix variables - Empirical analysis o

Recherche et Applications en Marketing, 2002, vol. 17, n° 3, pp 7-20, (in coll. with M. Dietsch)

Les déterminants de l'élasticité au prix des marques

Recherche et Applications en Marketing, 2000, vol. 15, n° 3, pp 43-53, (in coll. with M. Dietsch, F. Krémer)

Books

The Neuro-Consumer, Adapting Marketing and Communication Strategies for the Subconscious, Instinctive and Irrational Consumer's Brain

Routledge, London (in coll. with M. BADOC )

Le neuro-consommateur : Comment les neurosciences éclairent les décisions d'achat du consommateur

Eyrolles (in coll. with M. BADOC )

Neuromarketing in action: How to talk and sell to the brain

Kogan Page (in coll. with P. GEORGES, M. BADOC )

Le neuromarketing en action : Parler et vendre au cerveau

Eyrolles (in coll. with M. BADOC, P. Georges )

Chapters in edited books

From Philosophical Theory to Neuroscience

The Neuro-Consumer, A-S. Bayle-Tourtoulou, M. Badoc, Routledge, London, 1

Limits of marketing studies and the advent of the “neuro-consumer”

The Neuro-Consumer, A-S. Bayle-Tourtoulou, M. Badoc, Routledge, London, 1

The brain and the emergence of social networks

The Neuro-Consumer, A-S. Bayle-Tourtoulou, M. Badoc, Francis & Taylor Publishing

The neuro-consumer and the sense of hearing

The Neuro-Consumer, A-S. Bayle-Tourtoulou, M. Badoc, Routledge, London, 3

The neuro-consumer and the sense of sight

The Neuro-Consumer, A-S. Bayle-Tourtoulou, M. Badoc, Routledge, London, 3

When the digital revolution changes the brain’s perception

The Neuro-Consumer, A-S. Bayle-Tourtoulou, M. Badoc, Routledge, London, 6

Le marketing, atout maître pour le succès de l'entrepreneur

Des Pme Aux Eti, Réussir La Croissance, F. Chevalier, De Boeck Supérieur, 2nde édition , 81-102

Le privilège de marque, le privilège d'offre

Olivier Géradon De Véra : Une Pensée Libre, M. Dietsch, Essec Publishing

Assortiment : l'apport du category management

L'Art Du Management 3, HEC Paris, Dunod, 370-374

Les marques de distributeurs : évolution et enjeux

Encyclopédie De La Vente Et De La Distribution, A. Bloch, A. Macquin (Eds), Editions Economica

Proceedings

XVe Congrès de l'Association Française du Marketing

XVe Congrès de l'Association Française du Marketing , 1999 , Strasbourg (M. Dietsch, O. Géradon de Véra, F. Kremer)

Working papers

Determinants of Retail Out-Of-Stocks

Mimeo , 2008

Assessing the Frequency and Causes of Out-of-Stock Events Through Store Scanner Data

Cahier de Recherche du Groupe HEC , 2006

Investigating the Retailer Push Strategies

Mimeo , 2006

Liens entre valeur de marque et variables d'offre

Mimeo , 2025

Relating Price Elasticities to In-Store Marketing Policies

Mimeo , 2025

The Impact of Distribution of New Product Launches

Mimeo , 2025

The Impact of In-Store Price Structure on Brand Price Elasticities

Mimeo , 2025

The Relationship Between Brand Value and Marketing Mix Variables

Mimeo , 2025

Scientific articles

Indicateur de valeur de marque et variables d'offre, analyse empirique sur données de panel de magasins / Brand value indicator and marketing mix variables - Empirical analysis o

Recherche et Applications en Marketing, 2002, vol. 17, n° 3, pp 7-20, (in coll. with M. Dietsch)

Les déterminants de l'élasticité au prix des marques

Recherche et Applications en Marketing, 2000, vol. 15, n° 3, pp 43-53, (in coll. with M. Dietsch, F. Krémer)

Books

The Neuro-Consumer, Adapting Marketing and Communication Strategies for the Subconscious, Instinctive and Irrational Consumer's Brain

Routledge, London (in coll. with M. BADOC )

Le neuro-consommateur : Comment les neurosciences éclairent les décisions d'achat du consommateur

Eyrolles (in coll. with M. BADOC )

Neuromarketing in action: How to talk and sell to the brain

Kogan Page (in coll. with P. GEORGES, M. BADOC )

Le neuromarketing en action : Parler et vendre au cerveau

Eyrolles (in coll. with M. BADOC, P. Georges )

Chapters in edited books

From Philosophical Theory to Neuroscience

The Neuro-Consumer, A-S. Bayle-Tourtoulou, M. Badoc, Routledge, London, 1

Limits of marketing studies and the advent of the “neuro-consumer”

The Neuro-Consumer, A-S. Bayle-Tourtoulou, M. Badoc, Routledge, London, 1

The brain and the emergence of social networks

The Neuro-Consumer, A-S. Bayle-Tourtoulou, M. Badoc, Francis & Taylor Publishing

The neuro-consumer and the sense of hearing

The Neuro-Consumer, A-S. Bayle-Tourtoulou, M. Badoc, Routledge, London, 3

Proceedings

XVe Congrès de l'Association Française du Marketing

XVe Congrès de l'Association Française du Marketing , 1999 , Strasbourg (M. Dietsch, O. Géradon de Véra, F. Kremer)

Working papers

Determinants of Retail Out-Of-Stocks

Mimeo , 2008

Assessing the Frequency and Causes of Out-of-Stock Events Through Store Scanner Data

Cahier de Recherche du Groupe HEC , 2006

Investigating the Retailer Push Strategies

Mimeo , 2006

Liens entre valeur de marque et variables d'offre

Mimeo , 2025

Education

  • Doctorat es Sciences de Gestion (Ph.D. in Management), HEC Paris - France
  • DEA de Marketing et Strategie (Advanced Diploma in Marketing and Strategy), Université Paris Dauphine - France
  • Diplome Grande Ecole HEC Paris (Master Degree in Management), HEC Paris - France
  • CEMS Diploma, Community of European Management Schools - France

Academic appointments

Academic Responsibilities at HEC

  • 2020- Member of GREGHEC, the joint research laboratory CNRS-HEC Paris HEC Paris
  • 2019- Jury Member of the Strategic Planning Prize Award HEC Paris
  • 2016- Academic Director of the Marketing & Digital Executive Certificate HEC Paris

Scientific Activities

Membership in Academic or Professional Organisation

  • Member, AFM

Editorial activities

  • December 2019- Membre du jury pour la 2nde edition des CPS Awards 2019
  • 2003- Reviewer, Congres de l'AFM
  • 2002- Reviewer, Congres de La Londe les Maures
  • Reviewer, Journal of Retailing and Consumer Services, Recherche et Applications en Marketing, Decisions Marketing

    • Awards & honors

    • 2018 BNP Paribas Pierre Vernimmen 2018 Teaching Award Runner-Up
    • 2017 Selection a la 10eme edition du Prix du Livre des Dirigeants commerciaux de France (DCF)
    • 2017 Labellisation FNEGE "Ouvrage de recherche non collectif" pour notre ouvrage "Le neuro-consommateur"
    • 1997 Award for the best 1996 French dissertation in management from the French Academy for Business Sciences ("Academie des Sciences Commerciales")