George Rossolatos is a marketing practitioner, with experience in advertising (JWT), marketing research (Research International/ Millward Brown) and brand management (Colgate-Palmolive, Nestle, Weetabix, Cosmote). He holds a BA(Hons) in Philosophy from the University of Essex, an MSc in Marketing from Manchester Business School, during which he coined the model of Consumer Psychoanalysis and an MBA from Strathclyde Business School, including research in the field of brand equity. He also conducted part-time PhD research in the field of Brand Equity and Integrated Marketing Communications at Manchester Business School. He is currently a PhD Candidate in the field of Semiotics of Brand… Equity. He has edited and co-authored a book on Interactive Advertising (Interactive Advertising: Dynamic Communication in the Information Era, Libris Tech Publications), translated FT Publications' Mastering Marketing and published 300+ articles in marketing related trade journals. His research interests rest with effecting inter-textual cross-fertilizations between marketing and semiotics discourses with an applicable managerial orientation, also informed by disciplines such as accounting and finance, brand valuation, branding, advertising effectiveness, consumer behavior, phenomenology, deconstruction, psychoanalysis, anthropology, communication theory, cultural studies.