Associate Professor at the Department of Marketing and Market Research at the University of Valencia (Spain). Ph.D. in Marketing from the University of Valencia. Teaching areas include applied marketing to services, gastronomy, tourism, communication, and branding. Member of the Research Group on "Innovative and Sustainable Solutions in Services" (SIV) at the University of Valencia. Over 24 years of experience as a teacher-researcher at the undergraduate, master's, and doctoral levels. My main research areas include service marketing with sector-specific applications in tourism, education, gastronomy, and sports, as well as innovation, value co-creation, and strategic marketing, branding, and consumer behavior.

SIV Group: https://www.uv.es/siv