Digital Marketing Strategies and Models for Competitive Business (Advances in Business Strategy and Competitive Advantage) - Hardcover

Hardcover

ISBN 10: 1799829634 ISBN 13: 9781799829638

Publisher: Business Science Reference, 2020

Synopsis

Modern marketing practices have evolved to become a dynamic meeting point for technology practitioners and business professionals. Digital technologies have added a new paradigm to the way businesses are projected, communicated, and developed through their marketing activities, from message delivery to content production. Digital Marketing Strategies and Models for Competitive Business is a collection of innovative research that seeks to connect theory with application, identifying best practices over digital marketing to business purposes. While highlighting topics including consumer analysis, search engine marketing, and marketing communications, this book is ideally designed for marketers, managers, executives, advertisers, graphic designers, researchers, practitioners, entrepreneurs, policymakers, and educators.

About this title

About the Authors

Filipe Mota Pinto has received his PhD in Systems and Information Technologies. He is an Associate Professor at Polytechnic Institute of Leiria and a Senior Researcher of Algoritmi Research Centre of Minho University, Portugal. His main research interests are Systems Information, Database Systems, Digital Marketing, Tourism Marketing Technologies, Applied Social and Educational Technologies. He has been serving as a reviewer and publishing in many different conferences and journals in his expertise areas. He actively participated in the organization of several international conferences and workshops, (e.g. he was founder and Chair of MEDI in 2011) and he was also involved in program committees of national and international conferences. His publications list includes book chapters and a wide range of papers in refereed national and international conferences and magazines. He is author or co-author of several undergraduate and post graduation courses (such as Digital Marketing or Business Intelligence and Data Mining), programme coordinator and director in different organizational structures.

Teresa Guarda received her PhD in Systems and Information Technologies in 2015 from Minho University. She is a researcher in ALGORITMI Research Centre of Minho University, Portugal, (research team Intelligent Data Systems (IDS), Information Systems and Technologies (IST) R&D group); is a member and responsible for Conferences and International Relations of the interdisciplinary research group BITrum. She already has relevant indexed publications in the main research topics: Pervasive Systems, Marketing Intelligence, Intelligent Decision Support Systems, Intelligent Systems, Business Intelligence, Crowdsourcing, Data Mining and Knowledge Discovery, Data Security, Information Science, Smart Destinations, Internet-of-Things, Computer Theory, Knowledge Management, Cybersecurity, Applied Social and Educational Technologies. She has also been organizer of several conferences and workshops, and reviewer of many indexed journals and conferences in these topics. She has been a professor and researcher in different academic institutions in Portugal since 1991; currently is Director of the CIST Research and Innovation Center, Faculty of Systems and Telecommunications, Santa Elena Provincial State University (Ecuador); and visiting Professor at Security and Defense Department of Universidad de las Fuerzas Armadas (Ecuador).

Edition details

• Publisher: Business Science Reference
• Publication date: 2020
• Language: English
• ISBN 10: 1799829634
• ISBN 13: 9781799829638
• Binding: Hardcover
• Edition number: 1
• Number of pages: 300
• Editor: Pinto Filipe Mota, Guarda Teresa