This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2024), held at University of Azores, Ponta Delgada, Azores, Portugal, between December 5 and 7, 2024. 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 2024 conference, held in Azores Serves as a reference resource for researchers and practitioners in academia and industry

Autorentext

José Luís Reis holds Ph.D. in technologies and information systems from the University of Minho and Specialist in management and administration since 2011. He is Assistant Professor at the University of Maia, where he serves as Director of the Department of Business Administration and coordinates the master's program in digital transformation. Additionally, he is Invited Adjunct Teacher at the Polytechnic Institute of Porto's School of Accounting and Administration of Porto. He is Integrated Researcher at LIACC-Laboratory of Artificial Intelligence and Computer Science, and Collaborating Member of the Center for Organizational and Social Studies of the Polytechnic of Porto (CEOS.PP). His work focuses on technologies and information systems, with a strong emphasis on computer science, information science, and economics and business. Throughout his professional career, he has collaborated with 58 co-authors on scientific papers. He is also Author and Co-Author of several books.

Luis Mendes Gomes holds Ph.D. in informatics from the University of Azores. Luís Mendes Gomes is Assistant Professor in Faculty of Sciences and Technology of University of the Azores. He is affiliated with Algoritmi Center of University of Minho and NIDeS of University of the Azores focused on e-Health research topics with applications in the health and well-being in the Azores. His research interests span applications of knowledge management and machine learning to health and wellness, tourism, and law. He has more than 25 publications indexed on SCOPUS, and he also has been responsible for reviews of articles and papers of journals and international conferences on approaches and applications of AI in health and well-being and tourism.

Zorica Bogdanovic is Associated Professor at the University of Belgrade Faculty of Organizational Sciences, Serbia. She teaches subjects in the areas of e-business and e-business technologies in B.Sc., M.Sc., and Ph.D. studies. Her professional and scientific interests include e-business, internet marketing, internet technologies, and internet of things. The 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 Chair of the seminar of IEEE Computer chapter CO 16, Chair of the summer school "E-business technologies", and Chair of the Center for the Internet of things at University of Belgrade Faculty of Organizational Sciences. She was Head of the Department of E-Business at the Faculty of Organizational Sciences 2017-2021.

José Paulo Marques dos Santos is Associate Professor at the Dept. of Business Studies, University of Maia, and Researcher at the Unit of Experimental Biology, Faculty of Medicine, and at LIACC - Artificial Intelligence and Computer Science Lab, both in the University of Porto, Portugal. Paulo is Visiting Professor at the Universidade Europeia, Portugal. He also collaborates in Socius/CSG - Research Centre in Economic and Organizational Sociology (University of Lisbon). Paulo completed his Ph.D. in Management (variant on Marketing) in 2011 at ISEG-Lisbon School of Economics and Management, University of Lisbon, and the 5-year bachelor's in Chemical Engineering, in 1989, at the University of Coimbra, Portugal. His research interests lie in the area of consumer neuroscience, focusing on brand perception and brand meaning, ranging from neuroscientific techniques, like fMRI, EEG, and tDCS/tACS, to qualitative approaches like Grounded Theory, and passing by Semiotics.

Inhalt

Chapter 1: From Concept to Practice- How Managers are Integrating AI into Business Marketing.- Chapter 2: New Technologies in Casino Marketing.- Chapter 3: AI-Driven Facial Emotion Analysis for Customer Emotion Recognition - an explanatory study.- Chapter 4: Application of AI in E-Commerce Strategies: the Current State among Swiss E-Commerce Providers.- Chapter 5: Generative AI Adoption and Use by Micro-enterprises: Validation of the Measurement Instrument.- Chapter 6: Portuguese Perception about Artificial Intelligence: A Pilot Study.- Chapter 7: Robotic Process Automation - A Comparative Analysis of the Current Market Solutions.- Chapter 8: Hey Robot, Here's My Data: The Impact of AI on Joining Digital B2B Platforms.- Chapter 9: Evolutionary Scenario of Brand Management and Communication, Through the Integration of AI: A Bibliometric Analysis.- Chapter 10: The Role of AI in B2B E-business.- etc.