David Jarach is Professor of Service Management and Marketing at Bocconi University, and Professor of Air Transport Marketing at SDA Bocconi Graduate School of Business, both in Milan, Italy, where he also teaches MA and MBA courses on marketing issues. He is also Visiting Professor at Toulouse Business School, Aerospace MBA, France. He has published two books, 15 academic articles (two of which recently appeared on the Journal of Air Transport Management) and he is a regular contributor to the main Italian newspapers on air transport issues. He is advisor to many Italian aviation entities and a member of the Executive Committee of the Air Transport Research Society (ATRS).