Marketing and Smart Technologies: Proceedings of Icmarktech 2022, Volume 2

本書收錄了2022年12月1日至3日在西班牙聖地亞哥·德·康波斯特拉大學舉行的國際市場營銷與技術（ICMarkTech 2022）會議上發表的精選論文。它涵蓋了在市場營銷中應用人工智能的最新前沿研究，虛擬和擴增實境在市場營銷中的應用，商業智能數據庫和市場營銷，數據挖掘和大數據，市場營銷數據科學，網絡營銷，電子商務和虛擬商務，社交媒體和網絡，地理營銷和物聯網，市場營銷自動化和入站營銷，機器學習應用於市場營銷，客戶數據管理和CRM，以及神經市場營銷技術。

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 Bogdanovic, 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.

José Luís Reis擁有明尼奧大學的技術和信息系統博士學位，並擁有IPAM-波爾圖的管理和行政專業教授頭銜。他是馬亞大學-ISMAI和ISCAP.IPP的教授，也是波爾圖大學人工智能和信息學實驗室（LIACC）的整合研究員。他在培訓和信息系統和技術領域的各種組織中從事活動，協調信息管理、應用市場營銷和戰略區域規劃等領域的各種國家和國際項目。他是市場自動化、人工智能、擴增和虛擬現實、信息系統建模、多媒體、遊戲化和數據挖掘等領域的科學論文和文章的作者。他是幾本書的作者和合著者，包括《市場個性化-技術和信息系統》、《農食品市場營銷-基礎和案例研究》、《中小企業、市場和智能技術的遊戲化模型》和《信息系統-診斷和前景》。

Marc K. Peter是瑞士奧爾滕FHNW商學院的數字商業教授，也是數字轉型能力中心的負責人。他在悉尼科技大學獲得博士學位，瑞士伯恩應用科學大學/巴布森學院/北京大學獲得執行MBA學位，以及巴塞爾大學的市場營銷碩士學位。他是英國計算機學會和特許市場營銷學會的會士。他的研究和教學領域包括數字轉型、數字營銷、新工作和網絡安全。

José Antonio Varela González自1976年起在聖地亞哥德康波斯特拉大學（USC）擔任教授，開始教授市場營銷。他是西班牙這一學科的先驅之一。他的教學和研究活動的質量使他在1989年獲得了USC的大學教授職位。他的職業生涯一直致力於此，除了2005年至2010年期間擔任加利西亞競爭保護法庭主席。他作為首席調查員領導了十多個競爭項目和與公司和機構的合同。他指導了17個博士論文。他是在國內外具有最大影響力的市場研究領域發表的60多篇文章的作者。他在最重要的國際和國內市場研討會上發表了60多篇論文。他曾擔任企業組織和市場部門主任8年，並於2010年至2021年擔任POMARK研究小組的主任/協調人。他是《歐洲商業管理和經濟學》創刊小組的創始成員，並擔任編輯超過20年。

Zorica Bogdanovic博士是塞爾維亞貝爾格萊德大學組織科學學院的教授。她在學士、碩士和博士研究中教授電子商務和電子商務技術相關課程。她的專業和科學興趣包括電子商務、網絡營銷、網絡技術和物聯網。她的研究成果已發表在許多知名的國際期刊和會議論文集中。她是IEEE的成員，也是IEEE計算機分會CO 16的秘書。自2014年以來，她一直擔任貝爾格萊德大學組織科學學院夏季學校“電子商務技術”的主席。自2016年以來，她擔任物聯網中心的主席。她曾於2017年至2021年擔任組織科學學院電子商務系主任。