Professor Marija Tomašević Lišanin, Ph.D. is a research advisor and full professor at the Department of Marketing, Faculty of Economics and Business, University of Zagreb, teaching Marketing, Professional Selling and Negotiation and Sales Management. From 2008 till 2010. she served as head of Marketing Department and has been appointed academic director of the specialist graduate study program in Sales Management as well as the President of the Croatian Association of Sales Professionals (HUPUP). Prior to her work at the Faculty of Economics, she was employed by Končar, Trade and export operations mainly covering Austrian and Finland’s markets. Professor Tomašević Lišanin has acquired her academic and professional qualifications at University of Zagreb but also at European and American colleges and at the German consulting firm Semelroth Consulting and Sparkasse Mainz. As a recipient of the Fulbright Pre-Doctoral Research Fellowship, she attended the University of Texas at Austin and the University of Kentucky, Lexington, USA for one year. She has published over a hundred papers in national and international scientific and professional publications. She is a sole author of the books Banking Marketing, Professional Sales and Negotiation, Business Cases from Sales and Negotiation. She is the co-author of the Croatian edition of the university textbook The Principles of Sales and Negotiation, as well as a supplemented and expanded Bosnia and Herzegovina’s edition of the same book. She has published chapters in nine other textbooks and marketing books published in Croatia and two in the UK. For her contribution to the development of economic science, she was twice awarded the Dr. Mijo Mirković Prize.