This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2022), held at Universidade de Santiago de Compostela, Spain, during December 13, 2022. 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 2022 conference, held during December 13, 2022 Serves as a reference resource for researchers and practitioners in academia and industry

Autorentext

José Luís Reis has 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 Professor at University of Maia-ISMAI and ISCAP.IPP and Integrated Researcher in LIACC-Laboratory of Arti cial 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 Author of scienti c papers and articles in the elds of marketing automation, arti cial intelligence, augmented and virtual reality, information systems modeling, multimedia, gami cation, and data mining. He is Author and Co-author of several books, namely Personalization in Marketing-Technologies and Information Systems, Marketing in Agri-food-Fundamentals and Case Studies, Gami cation Model for SMEs, Marketing and Smart Technologies, and Information Systems-Diagnostics and Prospectives.
Marc K. Peter is Professor of Digital Business and Head of the Competence Center Digital Transformation at the FHNW School of Business in Olten, Switzerland. He received his Doctorate from CSU Sydney, an Executive MBA from UAS Bern/Babson College/PKU Beijing, and a Master of Marketing from the University of Basel. He is Fellow of both the British Computer Society and the Chartered Institute of Marketing. His research and teaching areas are digital transformation, digital marketing, new work, and cyber-security.
José Antonio Varela González has been Professor at the University of Santiago de Compostela (USC) since 1976, when he began teaching marketing. He was one of the forerunners of this discipline in Spain. The quality of his teaching and research activity earned him a University Professor position at USC in 1989. He has dedicated his career to this, except for the period between 2005 and 2010-during which he served as President of the Court for the Defense of Competition of Galicia. He has led, as Principal Investigator, more than a dozen competitive projects and contracts with companies and institutions. He has directed 17 doctoral theses. He is Author of more than 60 articles in national and international journals with the greatest impact in marketing. He has presented more than 60 papers at the most important international and national marketing conferences. He has been Director of the Business Organization and Marketing Department for 8 years and Director/Coordinator of the POMARK Research Group from 2010 to 2021. He has belonged to the founding group of the European Journal of Business Management and Economics, of which he has been Editor for more than 20 years. 
Zorica Bogdanovi , Ph.D., is Professor at the Faculty of Organizational Sciences, University of Belgrade, Serbia. She teaches subjects in the areas of e-business and e-business technologies on B.Sc., M.Sc., and Ph.D. studies. Her professional and scienti c interests include e-business, Internet marketing, Internet technologies, and Internet of things. Results of her research have been published in many well-known international journals and conference proceedings. She is Member of IEEE and Secretary of IEEE Computer chapter CO 16. She is in Chair of the seminar of IEEE Computer chapter CO 16. She is in the chair of the summer school "E-business technologies" at the Faculty of Organizational Sciences since 2014. Since 2016, she is in Chair of the Center for the Internet of things. She was Head of the Department of e-business at the Faculty of Organizational Sciences 2017-2021.

Inhalt
The use of cryptocurrencies as a tool for the development of marketing in tourism.- Blockchain use possibilities: A systematic literature review.- Comparison of semi-structured data on MSSQL and Postgresql.- Coolhunting Canvas: a pedagogical toolkit to support trendspotting and sociocultural innovation in marketing.- Hotel Customer Segmentation Using the Integrated Entropy-CRITIC Method and the 2T-RFMB Model.- Intellectual Capital versus Competitive Advantages: Together which underlines some relevant literature?.