About the Author

Gonçalo Caetano Alves believed, from a young age, that marketing could transform not only companies, but also mentalities. In 1984, driven by this conviction, he founded the Portuguese Institute of Marketing Administration, IPAM, the first marketing school in Portugal. For more than three decades he was president of the Institute's founding entity (1984–2015), leading its growth, its consolidation in higher education and its international projection. In 2003, he became the first IPAM alumnus to complete a PhD in Economic and Business Sciences from the Universidad Complutense de Madrid. Businessman by nature, marketer by passion and teacher by vocation, he is the founder and CEO of Talent SGPS, S.A., an educational group that gave rise to several educational institutions in Portugal and abroad, including the London School of Design and Marketing (LSDM).