He was born in Plasencia (Cáceres), and lived for sixteen years in Santiago de Chile.
He holds a PhD in Economic and Business Administration from Complutense University of Madrid with the Doctoral Thesis: “Marketing in China”.
He is a Commercial Engineer and has a BA in Business Administration from the University of Santiago de Chile (“number one position in his academic year”). He has been teaching Marketing since 1987, combining this with the marketing profession-always in the commercial and marketing departments-sequentially in BASF Group; National Forestry Corporation; NCR and Qualitas Hispania. He is the author of 14 books and numerous articles and papers in the area of marketing and sales.