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Marketing Automation with Eloqua
by Ben GriffithThis book is a practical guide following a step by step approach to create, edit, customize and upload your marketing campaign using Eloqua.If you are a marketing professional or business analyst who wants to use Eloqua to manage demand generation, lead scoring, e-mail marketing, and build digital marketing campaigns, this book is ideal for you. No previous knowledge of Eloqua is required.
Marketing Automation with Mailchimp: Expert tips, techniques, and best practices for scaling marketing strategies and ROI for your business
by Margarita J. CaraballoSet up your first channel and effectively expand your outreach and customer base with Mailchimp to deliver scalable business outcomesPurchase of the print or Kindle book includes a free PDF eBookKey FeaturesLearn audience management strategies to make informed decisions for your marketing channelsEmploy practical use cases for your custom business needs to implement basic and pro Mailchimp featuresCustomize Mailchimp using powerful integrations to deliver top-notch user experienceBook DescriptionAre you looking for an all-in-one comprehensive guide to implementing Mailchimp channels and automation for your business? Then Marketing Automation with Mailchimp can be your go-to guide. You'll start by learning common terms used in the Mailchimp environment, as well as about account setup and audience management for businesses. After that, you'll find out how to set up channels, where you'll actively interact with your contacts and begin to add new ones. Additionally, you'll gain an understanding of how to set up a consistent marketing presence in the form of emails and websites and the benefits of determining a brand identity. You'll also explore advanced Mailchimp features to optimize platform utilization using analytics, reporting, A/B and multivariate testing, the customer journey builder, and the Mailchimp e-commerce store. Toward the end, you'll discover some important shopping, payment, and CRM integrations that can be connected to your Mailchimp platform for custom business needs. With this book, you'll gain insights into real-world use cases to implement a marketing strategy to extend your existing work. By the end of this book, you'll be well-equipped to implement Mailchimp marketing automation seamlessly into your business to grow your customer base and revenue.What you will learnUnderstand specific account-level settings, their purpose, and account managementExplore strategies and tools for managing inactive contacts for target marketingIntegrate Mailchimp for easy customization with a low-code options for customizationEstablish a strong marketing presence with email and websites and leverage it for e-commerce and servicesDiscover advanced reporting and analytics by turning audience information into relevant growth metricsAutomate your marketing workflows using the Mailchimp customer journey builderWho this book is forThis book is for marketing professionals or small-to-midsize business entrepreneurs looking to start a marketing journey through powerful marketing automation. To get the best from this book, you must be familiar with using web apps and have an understanding of content design. This book will help anyone who is looking to start a marketing career and wants to take hands-on ownership of building marketing and outreach strategies for the business.
Marketing Communications
by Ze Zook Pr SmithMarketing Communications provides a comprehensive overview of every aspect of marketing communications, from social media, advertising, PR and sponsorship to direct selling and merchandizing. It presents modern marketing communications theories and tools in an accessible way so readers can fully understand the landscape and achieve better results. With a plethora of examples and case studies, as well as online support material for lecturers and students, this essential textbook will guide students and practitioners through everything they need to know about the changing face of marketing. This fully updated 6th edition of Marketing Communications features more of the underpinning theory whilst building on its impressive reputation as a leading practical textbook on the subject. Case studies and anecdotes from companies such as Campbell's Soup, Spotify, Paypal, Kraft and Nike focus on recent digital developments to bring the latest marketing tools to life. With a particular emphasis on analytics, engagement and integration, it addresses the integrated offline and online with social media approach to reflect the current state of play for marketing communications experts.
Marketing Communications and Brand Development in Emerging Markets Volume II: Insights for a Changing World (Palgrave Studies of Marketing in Emerging Economies)
by Ogechi Adeola Robert E. Hinson A. M. SakkthivelAdvances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boot business performance for competitive advantage. The unplanned ravaging effects of the covid-19 pandemic, the vulnerability of our planet due to unsustainable living, and the changing digital landscape require that businesses are strategically aligned to these realities in order to adapt and effectively communicate their offerings. The second of this two-volume work examines marketing communications and brand development in an uncertain and changing world. With specific focus on the covid-19 pandemic, social responsibilities, and emerging technologies, this book examines how organisations in emerging economies can effectively engage in marketing communications and brand activity challenges posed by a changing world. Meanwhile, Volume I provides insight into contemporary issues in marketing such as brand avoidance, health and personal branding, and offers a futuristic perspective on marketing communications. Taken together, this two-volume works is a definitive resource for scholars and students or marketing, branding and international business.
Marketing De Afiliados: Cree Su Propio Negocio De Marketing De Afiliados Mientras Viaja Por El Mundo
by Adidas WilsonDESCRIPCIÓN La Comercialización a través de Afiliados o Marketing de Afiliados consiste en la promoción de empresas de otras personas, bien sea de productos que ellas hacen, o de sus empresas de viajes, financieras, de crédito, etc. Los fabricantes o comercializadores publican sus enlaces en múltiples sitios en internet. Lo que hacen los afiliados es promover esos productos o servicios, y cada vez que se hace una venta, ganan una comisión. El marketing de afiliados tiene éxito porque a través de él hay muchos nuevos clientes potenciales que están viendo sus productos. El interés de los clientes potenciales crece al máximo ya que el producto se promociona una y otra vez. Hay dos formas de hacer marketing de afiliados: Usted puede iniciar su propio programa de afiliados, o Usted puede hacer de afiliado de otra empresa. En el primer caso, por cada venta que se logre por los esfuerzos de su afiliado debe pagar una comisión. Es decir, si tiene su propio programa de afiliados cada venta significa que paga una comisión a su afiliado. Si más bien escoge promover en su página web el negocio de otra persona, usted gana una comisión por cada venta que se haga.
Marketing Financial Services
by Mike Wright Trevor WatkinsWithin a practical business context of the changing, competitive climate, this book details the implications for marketing strategy. New chapters cover topics such as credit cards and customer care, while several relevant case studies have also been added. Combining analysis of principles, concepts and techniques with sound practical advice, 'Marketing Financial Services' is ideal for students on degree and postgraduate courses, including Chartered Institute of Bankers. There is also a tutor resource pack to accompany the case studies in this textbook.
Marketing For Dummies
by Jeanette Maw McMurtryPump up your business with the latest, greatest marketing techniques In a post-pandemic, up or down economy, it&’s harder than ever to meet highly complex and ever-changing customer expectations. The top-selling Marketing For Dummies covers basics like sales strategy, channel selection and development, pricing, and advertising. We also teach you complex elements like personalization, customer behavior, purchasing trends, ESG ratings, and market influences. With this complete guide, you can build a business that not only competes in a challenging market, but wins. This updated edition of Marketing for Dummies will walk you through the latest marketing technologies and methods, including customer experience, retargeting, digital engagement across all channels and devices, organic and paid SEO, Google ads, social media campaigns and posts, influencer and content marketing, and so much more. You&’ll discover what works, what doesn&’t, and what is best for your business and budget. Learn the marketing and sales strategies that work in any economy Discover how to engage customers with trust and enthusiasm Understand post-pandemic changes in consumer attitudes Discover new tools and technologies for finding customers and inspiring loyalty Adapt your brand, pricing, and sales approach to make your business more valuable Avoid common marketing mistakes and learn how to measure the impact of your effortsFor small to mid-size business owners and marketing professionals, Marketing For Dummies lets you harness the latest ideas to drive traffic, boost sales, and move your business forward.
Marketing IT Products and Services
by Jessica KeyesCharacterized by lightning quick innovation, abrupt shifts in technology, and shorter lifecycles, the marketing of IT products and services presents a unique set of challenges and often requires IT managers and developers to get involved in the marketing process. Marketing IT Products and Services is written to help busy IT managers and marketing managers get up to speed quickly and easily on what’s needed to develop effective marketing strategies and campaigns. Focusing on the unique issues involved, this one-stop resource provides everything needed to understand the roles, responsibilities, and management techniques essential for the development of successful strategies. It covers strategic market planning, targeting markets, researching markets, understanding the competition, integrating market and sales strategies, nuances of global markets, developing marketing budgets, pricing, and implementing marketing campaigns. A plethora of appendices included on the book’s downloadable resources allow you to get up and running right away. Aside from a complete marketing glossary, two complete marketing plans—one for a hardware product; the other for a software product—enable you to bypass the "scut" work of developing a marketing plan so you can focus on the creative aspects of marketing. Because a marketing plan is closely aligned with an organization’s business and strategic plans, this book provides you with templates for both of these, as well as a template for that all-important business plan executive summary. The downloadable resources also feature loads of fill-in templates including customer and competitor analysis surveys, sample press releases, letters of agreement, demographic and target market worksheets, and cost benefit forms. If you have a marketing need, this book has an effective template to meet that need.
Marketing Made Simple: A Step-by-Step StoryBrand Guide for Any Business
by Donald Miller Dr. J.J. PetersonBased on Building a StoryBrand by New York Times bestselling author Donald Miller, this checklist is a strategic and actionable guide to applying the StoryBrand framework to any brand and an essential part of any marketing professional&’s tool kit.Every day, brands lose millions of dollars simply because they do not have a clear message that tells consumers who they are and what value they will add to their customers&’ lives. To solve this dilemma, Donald Miller wrote Building a StoryBrand, which has become the quintessential guide for anyone looking to craft or strengthen their brand&’s message.Now, Don is taking it a step further with this five-part checklist that helps marketing professionals and business owners apply the StoryBrand messaging framework across key customer touchpoints to effectively develop, strengthen, and communicate their brand&’s story to the marketplace.Praise for Marketing Made Simple"I created collateral for a client and they recently told me not to release the next round we created because they can&’t handle the influx of customers from the first round. They had more listings this year than in 30 years of business." - Amy Burgess, Marketing Consultant"My last email campaign I delivered raised $20k. Thank you Donald Miller for giving me a system that I know works." - Ian Stewart, Owner/Creative Director of Root Source Digital"A client went from $15MM last year to $27MM so far this year. All from updating their messaging and implementing new lead generators and email campaigns.- Wes Gay, CEO Wayfinder"Just heard from one of my clients that she&’s getting 18 ideal client leads a day from her website. Before we redid her wireframe, she averaged around 1-3 leads a week. And that&’s just with updating her website." - Amy Schutte, Owner of Hudson and Co LLC
Marketing Masters: Ready, Set, Grow Your Market
by Connie PheiffDrawing from real examples of companies who are practicing creative marketing as well as her experience working with small and enterprise level businesses and nonprofit organizations improve their marketing strategy. Connie provides a revolutionary system for serving, not sales to transform the relationship between companies and customers. When looking to convert consumers in today’s tough business environment Connie’s system can help you immediately implement your creative marketing system by using the tools provided in this book. Today’s marketplace continues to be ravaged by changes---to convert relationships to partnerships, consumers to customers, and ideas into realities you need to think differently. No matter what business you are in, the information in this book will help experts creatively engage and unlock hidden opportunities.
Marketing Mess to Brand Success: 30 Challenges to Transform Your Organization's Brand (and Your Own) (Mess to Success)
by Scott Jeffrey MillerFrom the Wall Street Journal–bestselling author, &“the perfect roadmap for anyone looking to build their brand&” (Marie Forleo, #1 New York Times–bestselling author of Everything Is Figureoutable). In Scott Miller&’s newest Mess to Success guide, the FranklinCovey senior advisor reveals thirty career obstacles that you may encounter in your brand marketing, and how to transform them into company wide gains. In thirty chapters, Marketing Mess to Brand Success shares a career&’s worth of valuable lessons learned, such as &“A Name is Not a Lead&” and &“Hire People Smarter Than You.&” Fast-track your career and success with the mentality of bruising hard, but healing fast. Whether you&’re an entrepreneur starting a new company; a brand manager figuring out the best direct marketing strategy or brand positioning for a niche market; or an aspiring marketing manager, this book is designed to prepare you for many of the inevitable challenges you will encounter. Learn to: · Navigate a nebulous digital marketing environment · Maximize time and investments with sales marketing strategies · Build and model consistent brand standards · Become an expert in brand marketing and take your company to the next level &“Don&’t worry about making marketing mistakes―worry about not learning from them, advises Miller, chief marketing officer at the management services company FranklinCovey, in this energetic guide.&” —Publishers Weekly &“Scott Miller offers tangible insights and practical steps to make sure your product finds the right customer.&” —Donald Miller, author of Building a StoryBrand
Marketing Metrics: Leverage Analytics and Data to Optimize Marketing Strategies
by Christina IngeStop feeling overwhelmed by data and start using it to its full potential, to create an agile and forward-looking strategy that enables customer-centric marketing, builds your brand and develops product strategies.Many brands talk about creating a marketing strategy powered by data, analytics and metrics. Yet too often they're still overwhelmed by data, or unsure of how to use it to create a flexible and future-focused strategy that doesn't just validate what's happened in the past. Marketing Metrics takes readers through all the stages of implementing a data-first strategy, from early-stage adoption to more advanced customization. Featuring examples from a range of organizations including Coca-Cola and Mercedes-Benz, it shows how to create a strategy which leverages consumer data for customer-centric marketing, establishes the ROI of channels and campaigns, strengthens brands and creates data-driven product strategies.Covering the range of new global laws that impact consumer privacy and data collection and usage, Marketing Metrics shows how to use data in a non-invasive, secure and ethical way. Also showing how to communicate critical data to the right stakeholders and the skills of the data-savvy marketer, this is a clear and jargon-free guide to creating a future-focused and data-powered marketing strategy.
Marketing Playbook for Social Media: Using Social Media to Drive Sales and Brand Awareness
by Mark W LamplughThe information in this book will help you to create and grow a strong social media presence for your business that will allow you to obtain the all the potential that social media has to offer. Social Media is being highly adopted by the wider population therefore it is imperative to deliver the right message to the right platform.
Marketing Projects (Best Practices in Portfolio, Program, and Project Management)
by Olivier MeslyMarketing is about placing a new product or service into the market. Projects are about delivering new products and services. The merger of these two fields holds great promise for delivering value to organizations and their clients. Project managers can serve many markets ranging from investors who fund projects to that of clients who use new products and services. Marketing Projects is a guide for helping project managers have projects funded or deliver value to end users. It is also a guide for marketing managers new to the world of project management. The book begins by presenting the basics of both marketing and project management and highlights the aspects that are unique and relevant to both areas. It then explores marketing project feasibility and presents tools for assessing feasibility, which include the 6Ps of project management strategy: The project 4Ps: plan, processes, people, and power PRO: pessimistic, realistic, and optimistic scenarios POVs: points of vulnerability POE: point of equilibrium POW: product, organization, and work breakdown structures PWP: work psychodynamics This book illustrates how to use these tools to market new projects to potential sponsors and investors. It then explores marketing projects to end users. Crucial to the success of projects are the relationships between project managers and clients and the way marketing experts implement their strategies. This book explains how project managers can develop meaningful relationships with clients to foster trust and have positive interactions. Project managers excel at managing the processes for delivering new products and services. Marketers are keenly aware of latent, or unconscious needs, as well as those developing and emerging, and can provide project promoters and managers with exciting ideas. This book will help improve the mutual understanding between marketing and project managers, an effort ultimately benefiting end users, whether they be investors or customers. A better work atmosphere and a closer fit between marketing and project management objectives can only serve the interests of investors and end users, for whom marketers and project managers conceive and realize projects, one way or the other.
Marketing Solutions to the Challenges of a VUCA Environment: Proceedings of the 2023 GMA-GAMMA Joint Symposium, Seoul, Korea, July 20-23, 2023 (Springer Proceedings in Business and Economics)
by Anna ZarkadaThis book contains selected papers from the 2023 Greek Marketing Academy and the Global Alliance of Marketing and Management Associations Joint Symposium (GMA-GAMMA2023) held from July 20 to 23, 2023, in Seoul, Korea. It presents cutting-edge research in the marketing field, showcases how the recent challenges have affected marketing management and/or marketing communications and introduces the solutions to the practical problems under the Volatile, Uncertain, Complex and Ambiguous (VUCA) environment.
Marketing Wisdom (Management for Professionals)
by Kartikeya KompellaThis book represents the work of some of the contemporary world leaders in marketing. The contributors are authors of a set of path-breaking books on marketing. To ensure sufficient depth of coverage, the contributors have taken the essence of their earlier books and combined it with their latest understanding and cases. This has served to enhance the content and put it in the readers’ current context. It is common knowledge that keeping pace with the growing application of marketing requires a novel approach. With new ideas and nuances being discovered every day, it has become a real challenge for marketers and students of marketing to keep up to date on important contemporary marketing concepts. Given its unique approach and thoughtful curation, this book presents readers with diversity of perspectives along with a unique depth of thinking.
Marketing and AI: Proceedings of the 2024 AMS Annual Conference, Coral Gables, FL, USA, May 22–24 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science)
by Vincent Jeseo Jasmine ParajuliThe growing availability of data, intelligent computational systems, and affordable storage and software has spurred a keen interest among marketers to explore new artificial intelligence (AI) methods and applications to enhance outcomes. However, this technological race can lead marketers to hastily implement AI platforms without a clear objective, causing organizations to lose focus, become disconnected from customers, waste resources, and blindly follow a never-ending trend. This book explores the influence of AI on the marketing field. Featuring full papers presented at the 2024 Academy of Marketing Science Annual Conference in Coral Gables, FL, USA, this book offers research, theories, methodologies, and case studies on the use of AI by marketers in various areas to better serve customers and satisfy their needs. It also explore the role that academics play in supporting marketing scholars, students, researchers, consumers, practitioners, and stakeholders in understanding and navigating these technological changes. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review.
Marketing and Managing Electronic Reserves
by Trevor A. DawesGet practical solutions to the problems faced when implementing an electronic reserve service!Academic libraries that provide electronic reserve services offer convenient access to information to their students and faculty while gaining numerous other advantages, such as reducing both loss and staff workload. Marketing and Managing Electronic Reserves presents leading authorities with practical solutions to the challenges in effectively integrating electronic reserves services and marketing them to users. This book provides positive approaches that any academic library considering the implementation of an electronic reserve operation can use. All factors are considered, including size of institution, the relationship between the library and academic departments, and the budget and plan for marketing the service.More and more colleges and universities are implementing distance education programs, highlighting the increasing need for remote access to information in the library, including reserve material. But executing monumental change is always difficult. Marketing and Managing Electronic Reserves tackles the difficult issues, discussing various libraries&’ journeys in bringing about the changes needed to remain the central information source for students and faculty. Problems inherent in the evolution from traditional reserve services to electronic reserves are examined, offering effective strategies for smooth transition. Whatever type of system you are considering, from homegrown to commercial to hybrid electronic reserves service, this book can help. Marketing and Managing Electronic Reserves explains how others tackled challenges, such as: implementing Endeavor&’s Voyager Integrated Library System and the software used for authenticating users handling copyright compliance integration of electronic reserves into course management systems moving from a paper-based to a Web-based course reserve system offering and marketing one-stop teaching support to faculty a large institution&’s shift to a collaborative approach with electronic reserves and course management software establishing a suite of electronic utilities that fulfills teaching and essential learning activities implementing the Blackboard Content System marketing for a smooth transition from traditional to electronic reserves marketing to the faculty process improvement technique applied to electronic reserves integration of electronic reserve with a Library Management System and Course Management System trends for the futureMarketing and Managing Electronic Reserves is crucial reading for access services librarians, circulation and reserve librarians, public service librarians, library school faculty who teach public services courses, integrated library systems managers, and university course management software specialists.
Marketing and Smart Technologies: Proceedings of ICMarkTech 2019 (Smart Innovation, Systems and Technologies #167)
by Álvaro Rocha José Luís Reis Marc K. Peter Zorica BogdanovićThis book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2019), held at Maieutica Academic Campus (University Institute of Maia & Polytechnic Institute of Maia) in Maia, Portugal, from 27 to 29 November 2019. 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.
Marketing and Smart Technologies: Proceedings of ICMarkTech 2020 (Smart Innovation, Systems and Technologies #205)
by Álvaro Rocha José Luís Reis Marc K. Peter Zorica Bogdanović Ricardo Cayolla Sandra LoureiroThis book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2020), held at ISCTE - University Institute of Lisbon, in the city of Lisbon in Portugal, between 8 and 10 October 2020. 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.
Marketing and Smart Technologies: Proceedings of ICMarkTech 2021, Volume 1 (Smart Innovation, Systems and Technologies #279)
by Luiz Moutinho José Luís Reis Eduardo Parra López José Paulo Marques dos SantosThis book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2021), held at University of La Laguna, Tenerife, Spain, during December 2–4, 2021. 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.
Marketing and Smart Technologies: Proceedings of ICMarkTech 2021, Volume 2 (Smart Innovation, Systems and Technologies #280)
by José Luís Reis Marc K. Peter Zorica Bogdanović Ricardo CayollaThis book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2021), held at University of La Laguna, Tenerife, Spain, during December 2–4, 2021. 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.
Marketing and Smart Technologies: Proceedings of ICMarkTech 2022, Volume 1 (Smart Innovation, Systems and Technologies #344)
by Luís Paulo Reis José Luís Reis José Paulo Marques dos Santos Marisa Del Rio AraujoThis book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2022), held at Universidade de Santiago de Compostela, Spain, during 1 – 3 December 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.
Marketing and Smart Technologies: Proceedings of ICMarkTech 2022, Volume 2 (Smart Innovation, Systems and Technologies #337)
by José Luís Reis Marc K. Peter Zorica Bogdanović José Antonio Varela GonzálezThis 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.
Marketing and Smart Technologies: Proceedings of ICMarkTech 2023, Volume 1 (Smart Innovation, Systems and Technologies #386)
by José Luís Reis José Paulo Marques dos Santos Jiří Zelený Beáta GavurováThis book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2023), held at Faculty of Economics and Management (FEM), Czech University of Life Sciences Prague (CZU), in partnership with University College Prague (UCP), in Prague, Czech Republic, between 30 November and 2 December 2023. 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.