Digital Marketing Advanced in Tourism explores the dynamic intersection of digital marketing and the tourism industry, offering readers a comprehensive understanding of how digital strategies can elevate and transform tourism brands. Through real-world case studies, the book delves into how companies within the tourism sector have successfully leveraged digital marketing to enhance their visibility, increase engagement, and build a strong presence in an increasingly competitive market. From destinations promoting unique local experiences, to global tourism brands scaling their influence, this book highlights the pivotal role of digital tools in modern tourism.

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This volume presents the proceedings of the 2024 ISPGAYA conference. The papers in this book deal with business sustainability, with a focus on innovation and entrepreneurship. The publication of this proceedings intends to increase and dynamize investigation linking theory and practice, always pointing to innovative approaches. The conference and this resulting book intend to involve a wide variety of stakeholders in the direction of a "smart" national and global development model that contributes toward the achievement of 2030 agenda outlined by the United Nations. This is volume two of a two volume set.

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This edited volume invites readers to explore the convergence of tourism and digital marketing. It navigates the intricate relationship between these two domains by elucidating the role of digital marketing across various facets of the tourism industry. Each chapter offers a blend of theoretical foundations and practical insights, delving into typologies of tourism, specific segments of tourists, and critical sectors essential to tourism's functionality. Through neutral, third-person narration, the volume presents a comprehensive examination, showcasing how digital marketing strategies are applied within diverse tourism contexts. Rich with examples illustrating theory in practice, this work serves as an essential resource for scholars, researchers, and professionals seeking a deeper understanding of this evolving landscape. 

[Scopus]

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This book emerges as a guide amidst the challenges of the digital age. By presenting a curated collection of real-world case studies, this book offers invaluable insights into successful digital marketing strategies across various industries. From leveraging emerging technologies like artificial intelligence and augmented reality to mastering the art of storytelling and cultivating customer loyalty, each case study provides actionable lessons and practical guidance for navigating the complexities of the digital marketing landscape.
Tailored for academics, researchers, and industry professionals alike, this book serves as a comprehensive roadmap for unlocking the transformative potential of digital marketing. Whether you're a marketing student seeking to grasp new concepts, a researcher exploring conceptual developments, or a marketing practitioner striving to enhance competencies, the diverse array of cases presented in this book offers valuable insights and inspiration. With its holistic approach and practical insights, this book stands as an indispensable resource for mastering the art and science of digital marketing in today's competitive business environment.

[Scopus]

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This book addresses this critical dilemma by exploring the transformative potential of artificial intelligence (AI) in revolutionizing customer relationships. By harnessing the power of AI-driven strategies, businesses can gain deeper insights into individual customer behaviors and preferences, enabling them to deliver personalized interactions and anticipate customer needs with unparalleled accuracy. Through the implementation of AI-powered solutions, companies can navigate the complexities of digital marketing with confidence, positioning themselves as leaders in building sustainable and mutually beneficial relationships with their customers.
Targeted towards management and marketing academics, industry researchers, and practicing marketers, this book serves as a comprehensive guide for understanding and implementing AI-driven digital relationship marketing strategies. By synthesizing theoretical concepts with practical applications, it equips readers with the knowledge and tools needed to optimize their marketing efforts in today's dynamic digital landscape. With this book, businesses can unlock the full potential of AI to forge deeper connections, drive customer loyalty, and thrive in the competitive digital marketplace.

[Scopus]

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This volume contains the proceedings of the 2023 iteration of the ISPGAYA conference, titled “Digital Sustainability: Inclusion and Transformation” and held in Vila Nova de Gaia, Portugal. The conference and resulting book intend to explore the involvement of Portugal, a country on the semi-periphery of the world system, in developments regarding the understanding of and progress toward sustainability. The conference was organized by ISPGAYA, an institution belonging to the private polytechnic higher education system in Portugal, and brought together participants from around the world. This volume intends to establish a milestone in the multidimensional approach to the theme of sustainability, affirming the concept's multi and interdisciplinary nature and bringing together scholars across disciplines.

[Scopus] [Web of Science]

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This work addresses this theme, aiming to analyse the transversal impact of the digital in the different marketing sectors, describing the profound changes that the digital has provoked in the main marketing activities and their sectors, also referring to the current practices in use in each included topic. It begins by looking at the classic marketing topics, opening with an analysis of the impact that digital has had and is having on the marketing strategy of organisations, moving on to the study of consumer behaviour in an era of continuous use of electronic devices. This is followed by a new topic which is marketing research and data analysis, in a context where managers now have, more data, information and knowledge about the organisation, competitors, consumers and the wider environment than ever before. Marketing themes were also identified that have been significantly changed with digital. Communication is another of the themes of reference, with profound changes in recent times, followed by management of sales teams, supply chain management, relationship marketing, and internal marketing. The last chapters are also relevant contributions, being dedicated to marketing sectors: services, B2B marketing, internationalisation, politics, tourism, and NGOs.

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This volume contains the proceedings of the 2022 iteration of the ISPGAYA meeting, titled “Multidimensional Sustainability: Transitions and Convergences” and held on September 29 and 30th, 2022 in Vila Nova de Gaia, Portugal.  The conference and resulting book intend to explore the involvement of Portugal, a country on the semi-periphery of the world system, in developments regarding the understanding of and progress toward sustainability. The conference was organized by ISPGAYA, an institution belonging to the private polytechnic higher education system in Portugal, and brought together participants from around the world. This volume intends to establish a milestone in the multidimensional approach to the theme of sustainability, affirming the concept's multi- and interdisciplinary nature and bringing together scholars across disciplines.

[Scopus]

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This book offers readers a wide range of knowledge areas, including corporate social responsibility, marginalized communities, and sustainability index, providing the necessary skills to understand and apply different digital marketing and communication strategies. Aimed at a diverse audience, including management and marketing academics, digital marketing managers and consultants, social marketers, NPOs managers, and brand communication managers, this book serves as an essential guide for anyone seeking to develop effective digital marketing and communication strategies that promote DEI and contribute to achieving SDGs. By providing practical guidance on non-profit marketing, storytelling for DEI, and sustainability, the book helps organizations measure their impact, contributing to improved society behavior towards DEI and SDGs.

[Scopus]

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This book provides knowledge and skills to allow readers to understand and apply the different concepts, techniques, and tools to manage a retail point of sale in the various aspects of a business. Covering key topics such as advertising, client loyalty, and merchandising, this premier reference source is ideal for business owners, managers, marketers, researchers, scholars, academicians, practitioners, instructors, and students.

[Scopus]

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This book identifies the most relevant issues in the current context of digital marketing and explores the implications, opportunities, and challenges of leveraging marketing strategies with digital innovations. This book explores the impact that these disruptive innovations are having on digital marketing, pointing out guidelines for organizations to leverage their strategy on the opportunities created by them. Covering topics such as blockchain technology, artificial intelligence, and virtual reality, this book is ideal for academicians, marketing professionals, researchers, and more.

[Scopus]

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The main objective of this book is to provide exercises in the area of digital marketing, which help to consolidate the theoretical knowledge previously acquired in the classroom or through another learning channel.
The book have twelve digital marketing topics: digital marketing strategies, user experience, information architecture, search engine optimization, digital advertising, social media marketing, web content marketing, email marketing, landing pages, analytics, customer experience, ecommerce.

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This book provides knowledge and skills to allow readers the ability to understand the evolution and trends of marketing, as well as its implications in organizations and customer relationships. It consolidates concepts introduced in recent years and examines possible opportunities to broaden the breadth of marketing, demonstrating its interdisciplinarity. Covering topics such as loyalty programs, brand attachment, and purchase intention, this premier reference source is an excellent resource for business leaders and executives, brand managers, IT managers, marketers, communications professionals, students and faculty of higher education, librarians, researchers, and academicians.

[Scopus]

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This book highlights the influences of management, marketing, and technology on sales and presents trends in sales, namely the digital transformation that is taking place in organizations. The book also considers innovative concepts, techniques, and tools in the sales area. Covering a wide range of topics such as digital transformation, sales communication, and social media marketing, this reference work is ideal for managers, marketers, researchers, scholars, practitioners, academicians, instructors, and students.

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How to use WordPress in different digital marketing activities within the company.

Portuguese language.

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This book is a pivotal reference source that provides original case studies designed to explore various strategic issues facing contemporary organizations, evaluate the usefulness of strategy tools and models, and examine how successful and failing companies have faced strategic issues with practical ideas and solutions. While highlighting topics such as business ethics, stakeholder analysis, and corporate governance, this publication demonstrates various ways that different models/tools can be applied in different types of companies for various purposes and from diverse perspectives. This book is ideally designed for managers, executives, managing directors, business strategists, industry professionals, students, researchers, and academicians seeking current research on key business framework strategies.

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This book provides knowledge and skills to apply management and marketing on strategic, tactical, and operational aspects with an emphasis on the healthcare industry. Various aspects of management and marketing, such as operations management, quality management, human resources, brand management, and digital marketing, are discussed. The book is ideal for management and marketing academics, their students (undergraduate/graduate programs), researchers, managers, advertisers, healthcare organizations, hospital boards, pharmaceutical representatives, and marketers who need to optimize the potential of management marketing applied in the healthcare industry.

[Scopus]

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This book provides innovative insights into how digital marketing can influence the consumer relationship at every stage of the tourism process and features emerging tools and techniques to establish better connections with consumers. The content within this publication examines topics such as branding strategies, social media, and influencer marketing for maximum content exposure. This information is designed for marketing managers, executives, event planners, tour developers, hotel managers, airline managers, program directors, advertisers, restaurateurs, students, business professionals, and researchers.

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The Business Plan Reference Manual for IT Businesses provides a reference manual for undergraduate and graduate students that intend to launch their start-up business in the IT field. It helps them to create and model the business plan of their business. Therefore, this manual is mainly aimed at instructors who want to offer a practical view of the process of modeling, designing and developing an IT start-up. Additionally, it can be individually used by entrepreneurs who wish to launch their start-up businesses in IT field. The structure of the book was defined taking into account different approaches to the construction of the business plan, which basically consider a disaggregation of some of these chapters in others smaller (e.g., marketing plan into products/services and market, financial plan into investment plan and economic-financial projections). We chose to aggregate these dimensions into a single chapter, which in our view facilitates the process of analyzing a business plan. It is also relevant to mention the inclusion of “Chapter V – Prototype description” which is innovative and intends to take into account the application of this business plan template to the information technology sector.

[Scopus]

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Doing academic work can be a daunting task. But does it have to be that way?
With accessible language and many practical examples, this book is an essential aid for anyone who needs to do a wide variety of work, such as reports, theses, articles, projects, dissertations, and much more.
However, as the secret is not just ‘how to do it’, readers will also learn how to present their work, which will help them to be more successful and achieve better grades, without neglecting the essential: real knowledge of the subjects being studied.

Portuguese language

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This guide aims to assist students in activities related to their academic career, seeking to develop their skills and promote their success.
In a simple, direct and objective manner, it provides tips and presentations not only on the most effective ways to read, take notes, write, cite/reference and structure academic work, but also on how to manage your time and deal with assessment. In short, it is a starting point for developing the active and efficient learning strategies that characterise a successful student, hoping that it will be useful and spark a desire to learn much more.

Portuguese language

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This work aims to address the most salient aspects of customer relationship management, the use of the Internet as a tool for this purpose, and to analyse the implications for the organisation resulting from the application of relationship marketing. Thus, the first chapter aims to demonstrate the importance of relationship marketing, characterise it and make comparisons with transactional marketing. The second chapter focuses on the Internet and its importance for suppliers of goods/services and for customers, mentioning factors to be taken into account in its use for marketing. The following chapter analyses the potential of the Internet as a privileged tool for individualised relationship marketing. The fourth chapter reflects on the implementation of a CRM/e-CRM programme in an institution, highlighting benefits, disadvantages and aspects related to organisational change. It also seeks to highlight the importance of customer knowledge management and the leveraging power of CRM technology. The fifth chapter focuses on trends in areas that affect CRM. The final chapter summarises some of the key ideas presented.

Portugue language

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