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Full Description
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.
Contents
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.
