Madalena Abreu is Assistant Professor at Coimbra Business School | ISCAC, Polytechnic Institute of Coimbra, in the scientific area of Management, Finance and Marketing. She holds a Ph.D. in Business Administration with specialisation in Marketing from ISCTE-IUL, University Institute of Lisbon (2012), a M.Sc. in Business Administration (2003) and an MBA - Postgraduate Degree in Business Sciences (2001) from ISCTE-IUL. Her main area of research is marketing. She is particularly interested in public and non-profit marketing and fundraising. She is an associate member of CEOS.PP. She coordinates the Postgraduate in Fundraising, the Postgraduate in Events, Protocol and Strategic Communication and the Postgraduate in Territorial Branding and is a founding member of the Territorial Branding Observatory of Coimbra Business School. She is Vice-President of the Pedagogical Council of Coimbra Business School | ISCAC and member of the General Council of the Polytechnic Institute of Coimbra. She is the author of more than 10 scientific papers in academic journals and more than 70 in scientific conferences. She has organized and participated in scientific commissions in more than 15 scientific events. She is the supervisor of more than 40 MSc theses in the field of marketing. She has been a lecturer in various masters and postgraduate courses in social economy marketing at different universities. She is the author of the book "Religious Marketing". More information is available at https://orcid.org/ 0000-0002-5442-2589.