My professional action has been distributed between two universes: business and academic.In the first universe, two moments stand out: from 1988 to 2002, I developed several functions in the commercial area, in marketing and management essentially in companies in the technology sector. From 2003 to 2018, I participated as a trainer and consultant in the area of management and marketing in numerous projects, most of them funded by European funds.In the second universe, where I have started in 1999, I have played the role of teacher, accumulating, at various times, functions in organizational development, such as Course Coordinator.Currently, academic research in the areas of Strategic Marketing and Digital Marketing Strategies, with teaching in the area of ​​marketing, are the two foundations of my professional activity.The result of this work that has been developed, is mirrored in the numerous articles and books published, seeking to provide content for classes and also support the activities of managers in the performance of their functions.