Dr. Perihan Salah is an Assistant Professor at the Marketing and Innovation Department, Faculty of Economics and International Trade, Egyptian Chinese University. She completed her PhD studies in Marketing at Ain Shams University. She is an accomplished and motivated academic lecturer and researcher with 20 years of experience instructing on marketing and managing undergraduate and postgraduate courses. She is engaged in presenting an innovative, theoretically informed, practical, and relevant curriculum. She has published five papers in various journals and worked on many research projects. Her teaching disciplines include Consumer Behavior, Integrated Marketing Communications, Brand Management, Service Marketing, Marketing Management, Strategic Marketing, Contemporary Marketing Strategies, Digital Marketing, and Retail Management