Elenica Pjero is an Associated Professor of Marketing at the Department of Business of the University ‘Ismail Qemali’, Albania. She holds a PhD in Integrated Marketing Communication, and her work focuses on issues connected to marketing and consumer behaviour management, the relation between promotion and tourist behaviour, and the impact of advertising strategies on communication plans. She is a Member of the Chartered Institute of Marketing, part of Academy of Marketing, and General Director for Albania at the EuroMed Academy of Business.Demetris Vrontis is a Professor and Executive Dean at the University of Nicosia, Cyprus. He is the Founding Editor and Editor-in-Chief of the EuroMed Journal of Business and the Associate Editor-in-Chief of the International Marketing Review. He is also the Founder and President of the EuroMed Research Business Institute. He has published over 200 journal articles and 40 books in the areas of business management, marketing, human resource management, innovation and entrepreneurship. He is a Fellow and certified Chartered Marketer of the Chartered Institute of Marketing and a Chartered Business and Chartered Marketing Consultant.Alkis Thrassou is a Marketing Professor at the University of Nicosia, Cyprus. He holds a PhD in Strategic Marketing Management from the University of Leeds, UK, and is also a Chartered Marketer, a Chartered Construction Manager, a Chartered Management Consultancy Surveyor, and a Senior Research Fellow of the EuroMed Academy of Business. He has extensive academic and industry experience, and has published over 160 works in various journals and books. He retains strong industry ties, also acting as a consultant.