The First BIC on Services Marketing was hosted by the University of Aegean, Chios island, Greece, in September 27-29, 2007 and the second was hosted by the Aristotle University of Thessaloniki and University of Macedonia, Thessaloniki, Greece, in November 4-6, 2009. These two conferences were jointly organized by the University of Glasgow in collaboration with the Greek Marketing Academy. The main theme of the first BIC on Services Marketing held in Chios was “Strategic Developments in Services Marketing”. The theme of the second conference in Thessaloniki was “Orchestrating the Service Experience: Music to the Ears of our Customers”. Both conferences provided the opportunity to exchange ideas on current issues in Services Marketing. The presentation of double blind refereed research papers generated constructive exchange of ideas on international practices, leading to a significant contribution to the knowledge and understanding of services. Conference participants, over 160 for each conference, included not only educators and researchers, but also practitioners. Since 2009, the BIC in Services Marketing is one of the official conferences of the Greek Marketing Academy, organized in Greece or abroad. This time the Greek Marketing Academy has assigned the responsibility for the organization of the 3rd Biennial International Conference on Services Marketing to the Athens University of Economics and Business and the Dokuz Eylul University.

The Athens University of Economics and Business is the leading University in Greece in the areas of Economics and Business Administration, and one of the most distinguished academic institutions of its field in Europe, with 8 undergraduate programs, 28 Master's programs, a strong Doctoral program, 25 research laboratories, a world-recognized faculty and an excellent pool of students. Established 90 years ago, AUEB has always been at the forefront of education and research. Enjoying the best reputation in the country, and having developed a strong research orientation, it is privileged to have excellent faculty, which have received international academic achievement awards, are publishing in the best international journals, serve as heads of international associations, have served as top policy makers or are advisors to private or public leaders. AUEB attracts faculty who have previously worked for some of the best schools internationally, such as Wharton, Columbia, London School of Economics, Cambridge, INSEAD, London Business School, and Fuqua. AUEB also attracts the best candidates in its undergraduate and graduate programs, and thus achieves an exceptionally high caliber of students. The Department of Marketing and Communication is one of the newest and most dynamic departments of the Athens University of Economics and Business, established in 1989. From the outset, it became the most popular department, and hence most demanding in terms of entry qualifications, in the field of Economics and Business Administration. It is the top university department in the field of marketing in the country and the only one combining marketing with communication. http://www.mbc.aueb.gr/

Dokuz Eylül University was founded in July 20, 1982. Seventeen previously founded institutions of Ege University and other various higher education institutes were affiliated to the University in the same year. The number of its academic units reached 41 by 1992. Presently DEU owns 11 faculties, 5 schools, 5 vocational schools, 6 graduate schools, 10 institutes, 35 research and application centers and 3.046 academic staff (2009). The current enrolment is approximately 49.000 students (2009). The Faculty of Business is one of the leading Faculties of Dokuz Eylul University. It was founded in 1992 and supported innovative research-oriented academic education on universal standards. The Faculty of Business has five departments: Department of Business Administration; Department of Economics; Department of International Relations; Department of Tourism Management; Department of International Business and Trade. In addition to the undergraduate programs, the Faculty of Business also offers graduate programs (MBA, PhD) and it has more than 30 active international agreements with prestigious foreign schools. http://web.deu.edu.tr/isletme/yeni/

The Greek Marketing Academy was founded in 1998 in order to fill the gap in the development and application of the Marketing discipline in the economy and society in Greece. The Academy's aim is to diffuse the marketing concept, philosophy, principles, and applications in every field of contemporary Greek economy and society. The Founding Members of the Greek Marketing Academy are well-known professors, with an international reputation, teaching at universities in Greece and abroad. Today, the Academy has a large number of members from the academic as well as the business community. http://www.elam.gr/