PATRICIJA R. SIMONIČ, born in 1979 in Ptuj, Slovenia. After completing her secondary education in decorativeand design arts, she pursued a degree in economics at the Faculty of Economics and Business of University of Maribor, graduating in management in 2004. In 2006, she completed a specialist study programme in marketing communications, followed by a master's degree in art marketing in 2008. Patricija Rijavec Simonič has distinguished her self as aunique researcher in the field of postmodern marketing. As part of her doctoral studies, she published a book on the marketing of art, titled Marketing the Soul. In parallel with her academic work, she is also active as a visual artist. She is widely recognised in Slovenia as a painter and the author of an extensive series of paintings titled "She", which has been exhibited both domestically and internationally.