Martin Eisend is Professor of Marketing at the University of Vienna, Austria, and Adjunct Professor of Marketing at Copenhagen Business School, Denmark. His research and teaching interests focus on marketing communication and advertising. He is not only interested in the entrepreneurial relevance of marketing, but also in its societal significance. He has published over 100 articles in peer-reviewed journals as well as several books. He was the president of the European Advertising Academy, Vice President of the American Advertising Academy, and the European University Viadrina’s Vice President for Research, Young Scientists, Entrepreneurship and Transfer.