Helena Alves is full tenure Professor of marketing at the Business and Economics Department and researcher at NECE, University of Beira Interior, Portugal. Her areas of expertise include Customer Satisfaction, Services marketing, Tourism marketing and public and non-profit marketing, having authored several articles and book chapters on these themes. For some years she was the coordinator of the marketing degree and later of the master's degree. Her teaching experience includes the undergraduate, master and Ph.D levels, in Portugal and Spain. Currently, she is the chief editor of the International Review on Public and Non-profit Marketing.