Marketing and Smart Technologies: Proceedings of ICMarkTech 2021, Volume 2

ISBN-13: 9789811692741 / Angielski / Miękka / 2023 / 739 str.

Jos? Lu?s Reis; Marc K. Peter; Ricardo Cayolla

Opis

This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2021), held at University of La Laguna, Tenerife, Spain, during December 2–4, 2021. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.

O autorze

José Luís Reis done Ph.D. in Technologies and Information Systems from the University of Minho and is professor with the title of specialist in Management and Administration by IPAM—Porto. He is a professor at ISMAI and IPAM and an integrated researcher in LIACC—Laboratory of Artificial Intelligence and Informatics of the University of Porto. It carries out activities in the area of training and information systems and technologies in various organizations, coordinating various national and international projects in the area of information management, applied marketing, and strategic regional planning. He is the author of scientific papers and articles in the fields of information systems modeling, multimedia, gamification, and data mining. He is the author and co-author of several books, namely Personalization in Marketing—Technologies and Information Systems, Marketing in Agri-food—Fundamentals and Case Studies, Gamification Model for SMEs, and Marketing and Smart Technologies.

Marc K. Peter received his Doctorate from CSU Sydney; he is an executive MBA from UAS Bern/Babson College/PKU Beijing and a master of Marketing from the University of Basel. He is a fellow of both the British Computer Society and the Chartered Institute of Marketing. He is a professor of Digital Business and the head of the Competence Center Digital Transformation at the FHNW School of Business in Olten, Switzerland. His research and teaching areas are digital transformation, digital marketing, new work, and cybersecurity.

Ricardo Cayolla done Ph.D. in “Marketing and Strategy” and is an associate professor at University Portucalense and the director of REMIT research unit. He is an author of seven books and a visiting professor in Marketing in Eastern Central University of Science and Technology (ECUST), Shanghai, China; since March 2017, he is the neuroscience co-creator of the projects “Super-Humans” and “How Humans Learn.” He is also post-graduated in Design Thinking for Business Innovation by ESADE (Spain). Ricardo Cayolla conducts original research and integrates investigation done in neurosciences, applying it in several areas of the business world. Consumer neurosciences, consumer-brand relationships, and sport marketing are his main research interest areas. Ricardo Cayolla is a former professional tennis player and keeps its activity in this field as tennis coach. As sports specialist, he has developed an innovative training system and applied for over twenty years. He has also a significant activity as writer, with a number of published books, and speaker in the media.