George J. Siomkos is Professor of Marketing at the Athens University of Economics and Business (AUEB), where he serves as Chair of the Department of Business Administration and Director of the MSc in Services Management. He served as Dean of AUEB’s School of Business from 2013 to 2021. He holds a PhD in Marketing and Corporate Strategy from the Stern School of Business, New York University, where he also taught. His research interests span consumer behavior, customer experience management, digital and electronic marketing, services marketing, strategic marketing, and marketing research. His work has appeared in leading international journals, including the Journal of Retailing, European Journal of Marketing, Journal of Consumer Behavior, Journal of Research in Interactive Marketing, and Internet Research. He is also the author and co-author of numerous academic books in marketing, consumer behavior, customer experience, and industrial marketing.