Fernando Trías de Bes is an Economist, Associate Professor of Marketing Management at ESADE Business School in Barcelona, Spain, and the founder of Salvetti Llombart, a consulting firm specialised in Innovation and Market Research. He has spoken at numerous international events, such as the European Marketing Forum, the Western Europe Marketing Forum, ExpoManagement Congress, JavaExpo, and the World Apparel Convention, among others. He has published 14 books of management and fiction, including The Little Black Book of Entrepreneurship, Lateral Marketing: New Techniques for Finding Breakthrough Ideas which he co-authored with Philip Kotler, and Good Luck: Creating the Conditions for Success in Life and Business – written with Alex Rovira, and sold 4 million copies worldwide.

Philip Kotler (M.A., University of Chicago, Ph.D., M.I.T.) is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He has published Marketing Management, 14th edition, Lateral Marketing, and 50 other books. His research covers strategic marketing, innovation, and corporate social responsibility. He has consulted GE, IBM, Apple, Honeywell, Ford, and many other companies. He has also consulted non-profit and government organizations. Professor Kotler is the recipient of 14 honorary degrees from abroad. He has been described by his profession as a Legend in Marketing.