Dr. Mendoza is an Associate Professor of Practice at the University of Arizona in Tucson, Arizona. His focus is on consumer pricing, digital retailing, intelligent retail stores, neuromarketing, big data, artificial intelligence, and machine learning. He previously taught marketing courses at Sacred Heart University and Western Michigan University. He is also an experienced senior global marketing executive with over 18 years of experience in global marketing alone and a career as an Engineer in Information Sciences.

Dr. Mendoza is also a Doctoral Researcher in Strategic and Global pricing, Consumer Behavior, and Pricing Research methodologies. He has held international roles in Latin America, Europe, and the USA with scope in over 50 countries. Furthermore, Mendoza has presented conference papers and delivered speaking engagements on consumer pricing, price perception, online price discrimination, digital pricing, artificial intelligence, and online learning. His areas of expertise are Consumer Pricing, Artificial Intelligence Marketing, Complex Networks, and Neuromarketing.

He has a Doctor of Business Administration degree from Cranfield University in the United Kingdom, a Master of Business Administration degree from the University of Pittsburgh, and a Graduate degree in Marketing from IESA. He also has a Computer Engineering degree.