Marketing and Smart Technologies

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 24, 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.

Discusses smart technologies for effective solutions in business and marketing Presents the outcomes of the ICMarkTech 2021 conference, held during December 24, 2021 Serves as a reference resource for researchers and practitioners in academia and industry

Autorentext

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. Eduardo Parra López done Diploma in Business Studies, Degree in Economics and Business Administration, and Doctor from the University of La Laguna, Master International Business Program (EOI, 1997), and complemented with various courses of teaching and research specialization. He is the university professor of Business Organization in the Digital Economy and Tourism (University of La Laguna) and a former ex-president of the Spanish Association of Experts Tourism Scientists (AECIT, Period 2016-2020). It is worth highlighting his experience in the development of business plans, marketing and digital marketing for companies and public bodies in the tourism and commercial field, at the regional, national, and international. In the last 5 years (2015-2020), he has developed an important activity training, research, and outreach in Central America, which has allowed him a wide knowledge of the region's tourism ecosystem, as well as the operation of MSMEs tourism in Central America. As a result of his research activity in the 23 years of his university career, it is worth highlight the following: 60 publications, scientific documents in national journals and international impact indexes indexed in the main scientific impact indices and editions, authorship and co-authorship of books and technical documents; 61 participations in national and international congresses, as well as 20 participations in scientific committees and congress organization; 26 organization of R + D + i activities and events and management of R + d + i (20). His experience in projects and institutions has focused mainly on the subject tourist and commercial. He is an external advisor for the Center American Tourism Agency (CATA). He has been visiting professor at the universities: University of Strathclyde (Scotland); IMI International Center for Tourism (Switzerland, Lucerne); Federal University of Parana (UFP, Curitiba); Del Valle University (Guatemala); National University of Nicaragua (UNA, Managua); Universidad Católica de la Paz (Bolivia); and University of Bristol (UK). Likewise, he is a visiting professor in Spain at the Universities of Vigo, Málaga, Oviedo, Almería, Lleida, and Valencia (Spain), in their master's programs in Tourism. Luiz Moutinho held the Foundation Chair of Marketing at the Adam Smith Business School, University of Glasgow, Scotland, between 1996 and 2015. In 2017, Luiz Moutinho received a degree of Professor Honoris Causa from the University of Tourism and Management Skopje, Republic of Macedonia. Between 2015 and 2017, he held professorship of BioMarketing and Futures Research at DCU Business School, Dublin City University, Ireland. Actually, he is a visiting professor of Marketing at Suffolk Business School, University of Suffolk, Ipswich, England, and at the Marketing School, Portugal, he is adjunct professor at GSB, Faculty of Business and Economics, University of South Pacific, Suva, Fiji. He completed his Ph.D. at the University of Sheffield in 1982 and held posts at the Universidade Europeia, Lisbon, Portugal, the Hebei United University, Tangshan, China, Hubei University, China, Hubei University of Economics, China, University of the Highlands and Islands, Scotland, University of Coimbra, Portugal, University of Hull, England, Liverpool Hope University, England, University of Vilnius, Lithuania, University of Innsbruck, Austria, Otago University, New Zealand, and others. Professor Moutinho has over 172 articles published in refereed academic journals (Scopus), 35 books, and 17,125 academic citations, the h-index of 59 and the i10-index of 223 (Google Scholar, May 2021). Professor Moutinho is also a member of the Editorial Board of 52 international academic journals. He has also received several awards for excellence in academic research in the USA, UK, China, and Portugal. José Paulo Marques dos Santos is an associate professor of Marketing and Qualitative Data Analysis at the University Institute of Maia (ISMAI), a visiting assistant professor of Neuromarketing and Qualitative Data Analysis at Universidade Europeia, and a researcher in the Unit of Experimental Biology of the Faculty of Medicine, University of Porto, and I3S-Instituto de Investigação e Inovação em Saúde, Portugal. Although originally a chemical engineer, José's professional life has been mostly devoted to management in the industry. After returning to academia, he entered a Ph.D. program on Neuroscience in Marketing, which concluded at the Technical University of Lisbon. His main interests are related to both these disciplines, emphasizing behavioral neuroscience, social neuroscience, and brands. Other interests include Semiotics, mainly Peircean Semiotics, and the processes of assigning meanings to symbols and the emergence of meanings within social groups and the role of imitation in the social arena. In the methodology area, the interests are twofold: neuroimaging techniques as functional magnetic resonance imaging (fMRI), electroencephalography (EEG), transcranial magnetic stimulation (TMS), transcranial direct/alternate current stimulation (tDCS/tACS), and functional near-infrared spectroscopy (fNIRS), together with multivariate analytical tools of the functional data like artificial neural networks (ANNs), and the construction of theory, with prominence to grounded theory, which is also a matter of concern and study.