Marketing and Smart Technologies : Proceedings of ICMarkTech 2023, Volume 1

This 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.

José Luís Reis completed 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 at the University of Porto. He 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”.

Jirí Zelený completed Ph.D. in agricultural economics and Master of Science (Department of Hotel Management) from the Institute of Hospitality Management in Prague and is Assistant Professor at University College Prague, Deputy Head of Study Program and Department (Department of Hotel Management and Travel and Tourism Studies), Assistant Professor of Media Sociology and Psychology subject (Department of Social Sciences) at Prague School of Creative Communication, and Project Specialist via Erasmus+ (Faculty of Economics and Management, Dept. of Humanities) at Czech University of Life Sciences Prague. He received Award of the Minister of Agriculture of the Czech Republic for Outstanding Doctoral Thesis with Contribution to Practice in the Field of Agriculture, Editorial Board Membership of the Potravinárstvo Slovak Journal ofFood Science: Nitra, SK; participates and participated in several, namely “Sustainability in the preparation and consumption of food and beverages, its social and cultural context”, “Culinary Heritage of the Czech Lands: Memory, Presentation and Education”, and “Sustainable Agriculture and Rural Development (SARUD)”.

Beáta Gavurová, Ph.D., M.B.A., Center for Applied Economic Research, Faculty of Management and Economics, Tomas Bata University, in Zlin. Her research interests include the development of the models and methods for performance management and measurement, process optimization, process management, strategic and performance benchmarking, innovation management and informatization, and the standardization processes in the various sectors. She participates in the preparation of the strategic documents and the action plans in the ministries, such as National Strategy for Regional Development of the Slovak Republic, Agenda 2030, Agenda 2050, Strategy for Sustainable Tourismin the Slovak Republic until 2030, Strategy for Transport Development in the Slovak Republic, Debarrierization Strategy of the Slovak Republic, and the others. She participates in the creation of the European Commission policies in the areas of research and innovation, education, employment and social affairs, transport, and regional policy actively. She has authored and co-authored more than 450 publications, including 15 scientific monographs, 10 textbooks. She has also coauthored the intellectual property—utility model.

José Paulo Marques dos Santos is Associate Professor at the Dept. of Business Studies, University of Maia, and Researcher at the Unit of Experimental Biology, Faculty of Medicine, and at LIACC—Artificial Intelligence and Computer Science Lab, both in the University of Porto, Portugal. Paulo is Visiting Professor at the Universidade Europeia, Portugal. He also collaborates in Socius/CSG—Research Centre in Economic and Organizational Sociology (University of Lisbon). Paulo completed his Ph.D. in Management (variant on Marketing) in 2011 at ISEG—Lisbon School of Economics and Management, University of Lisbon, and the 5-year bachelor’s degree in chemical engineering, in 1989, at the University of Coimbra, Portugal. His research interests lie in the area of consumer neuroscience, focusing on brand perception and brand meaning, ranging from neuroscientific techniques, like fMRI, EEG, and tDCS/tACS, to qualitative approaches like Grounded Theory, and passing by Semiotics. Modeling neural data with artificial neural networks and other AI methods is also a matter of study. Paulo has been publishing in neuroscience and branding academic journals like Frontiers in Neuroscience, Journal of Product and Brand Management, and Journal of Brand Management. He has been participating in the World Neuromarketing Forum (NMSBA) scientific committee and is one of the founders of the ICMarkTech—International Conference on Marketing and Technologies.