Sergios Dimitriadis holds a Doctorate (PhD) in Marketing from the Institut d'Administration des Entreprises of Aix-en-Provence, University of Aix-Marseille III, France. He is currently Assistant Professor at the Marketing and Communication Department of Athens University of Economics and Business, Greece, where he teaches at the undergraduate as well as at MSc and MBA programmes level. Before that he held teaching positions at the Grenoble Graduate School of Business, France and the University Pierre Mendes France, France. He has published two books, on branding and on E-commerce and several articles on e-marketing, services marketing and Business-to-Business marketing in journals such as Psyhology and Marketing, The Service Industries Journal, European Journal of Marketing, Journal of Business Research, Journal of Marketing Management and Journal of Services Marketing. For the past 20 years he has been acting as a consultant for several private and public organazations and as an expert in numerous EU founded projets.