Marketing and Smart Technologies : Proceedings of ICMarkTech 2022, Volume 2 (Smart Innovation, Systems and Technologies)

Reis, José Luís (EDT)/ Peter, Marc K. (EDT)/ Varela González, José Antonio (EDT)

Springer Verlag, Singapore（2023/06発売）

• 製本 Hardcover:ハードカバー版／ページ数 766 p.
• 言語 ENG
• 商品コード 9789811990984
• DDC分類 658.80028563

Full Description

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.

Contents

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?.