George Panigyrakis holds the position of Professor of Marketing in Athens University of Economics and Business. He completed his Ph.D. in Marketing Management at the University College of Wales, G. Britain. He was the Director of the MBA program of the Athens University of Economics and Business for 12 years. He has served on the faculties of the Groupe ESSEC, Paris, France and the University of Stirling (visiting Professor), Scotland, U.K.. He has extensive consultancy experience in companies and organizations of the private and public sector. His research in the areas of Marketing, Integrated & Marketing Communications, Brand Management, International-Export/Marketing, and Services Marketing, has appeared in a number of books and journals. He is a member of the editorial board of international peer reviewed journals such as Corporate Communications: an International Journal, Journal of Marketing Communications, International Journal of Advertising.