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Marketing and Smart Technologies de José Luís Reis

Marketing and Smart Technologies

Editat de José Luís Reis, Marc K. Peter, José Antonio Varela González, Zorica Bogdanovi¿
en Limba Engleză Hardback – 12 mai 2023

Descoperim în volumul Marketing and Smart Technologies o resursă tehnică densă, axată pe implementarea soluțiilor digitale avansate în strategiile comerciale moderne. Cititorul va putea parcurge procesul de integrare a tehnologiilor emergente — de la inteligența artificială la Internet of Things (IoT) — direct în fluxurile de lucru ale departamentelor de marketing și analiză de date. Această lucrare, publicată de Springer, reunește cercetările de ultimă oră prezentate în cadrul conferinței ICMarkTech 2022 de la Universitatea din Santiago de Compostela.

Structura volumului reflectă o progresie de la fundamentele procesării datelor la aplicații complexe de nișă. Ne-a atras atenția analiza comparativă a datelor semi-structurate pe platformele MSSQL și Postgresql, un capitol esențial pentru arhitecții de sisteme care gestionează baze de date de marketing. De asemenea, cuprinsul indică o acoperire vastă a segmentului de v-commerce și e-commerce, oferind modele matematice concrete, precum metoda integrată Entropy-CRITIC, pentru segmentarea precisă a clienților în industria ospitalității.

Putem afirma că volumul depășește sfera teoretică, oferind instrumente pedagogice precum Coolhunting Canvas, menit să susțină inovația socioculturală. Documentația inclusă despre blockchain și criptomonede în turism demonstrează o orientare clară către viitorul tranzacțiilor digitale. Cele peste 800 de pagini furnizează un suport tehnic riguros pentru specialiștii care doresc să implementeze machine learning în CRM sau să exploreze tehnologiile de neuromarketing pentru înțelegerea comportamentului consumatorului.

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Specificații

ISBN-13: 9789811990984
ISBN-10: 9811990980
Pagini: 836
Ilustrații: XXX, 805 p. 131 illus., 97 illus. in color.
Dimensiuni: 160 x 241 x 47 mm
Greutate: 1.55 kg
Ediția:2023
Editura: Springer
Locul publicării:Singapore, Singapore

De ce să citești această carte

Recomandăm această lucrare profesioniștilor din IT, analiștilor de date și managerilor de marketing care doresc să implementeze soluții bazate pe AI, Big Data și Blockchain. Veți câștiga acces la metodologii validate academic și studii de caz tehnice care pot fi adaptate pentru optimizarea campaniilor de e-commerce și gestionarea eficientă a bazelor de date relaționale în context de business.

Despre autor

Volumul este coordonat de un colectiv de editori de prestigiu, printre care se numără José Luís Reis, Marc K. Peter, José Antonio Varela González și Zorica Bogdanovi¿. Aceștia sunt experți recunoscuți în domeniul sistemelor informatice și al marketingului digital, fiind afiliați unor instituții academice de renume. Expertiza lor combinată asigură o selecție riguroasă a lucrărilor științifice prezentate în cadrul conferințelor internaționale, punând accent pe convergența dintre tehnologiile „smart” și strategiile de piață contemporane.

Descriere scurtă

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 1–3, 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.

Cuprins

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?.

Notă biografică

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 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 Author of scientific papers and articles in the fields of marketing automation, artificial intelligence, augmented and virtual reality, information systems modeling, multimedia, gamification, 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, Gamification 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 Bogdanović, 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 scientific 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.

Caracteristici

Discusses smart technologies for effective solutions in business and marketing Presents the outcomes of the ICMarkTech 2022 conference, held during December 1–3, 2022 Serves as a reference resource for researchers and practitioners in academia and industry