Inês Veiga Pereira

Inês Pereira is a Marketing and Brand manager professor at ISCAP, from Polytechnic of Porto, with expertise in branding, social marketing and corporate social responsibility. Inês has edited books, published chapters and papers in journals and international congresses with referee. She has also organized 2 international congresses on social and non profit marketing. She is the director of Business Communication Degree and Post-graduation on Management and direction of Health care institutions.

Publications

Artificial Neural Networks: History and State of the Art
Artificial Neural Networks: History and State of the Art
Paulo Botelho Pires, José Duarte Santos, Inês Veiga Pereira. © 2025. 25 pages.
This chapter contains a description of the historical evolution of artificial neural networks since their inception, with the appearance of the first relevant learning method by...
Marketing: History and Development of Its Definition
Marketing: History and Development of Its Definition
Paulo Botelho Pires, José Duarte Santos, Inês Veiga Pereira. © 2025. 17 pages.
The article contains a description of the historical evolution of marketing and the evolution of marketing definition. Learning the history of marketing and the evolution of its...
Cases on Effective Digital Marketing for Competitive Organizations
Cases on Effective Digital Marketing for Competitive Organizations
Sara Santos, José Duarte Santos, Paulo Botelho Pires, Inês Veiga Pereira. © 2025. 320 pages.
In the fast-paced world of modern business, organizations grapple with the ever-present challenge of effectively navigating the complexities of digital marketing. As consumer...
Effective Digital Marketing for Improving Society Behavior Toward DEI and SDGs
Effective Digital Marketing for Improving Society Behavior Toward DEI and SDGs
Inês Veiga Pereira, Paulo Botelho Pires, José Duarte Santos. © 2024. 330 pages.
As the world continues to grapple with issues of diversity, equity, and inclusion (DEI), organizations face numerous challenges in determining the most effective digital...
The Concept of Sustainability Supported by Green Marketing in Digital Communication Applied to Textile Fashion
The Concept of Sustainability Supported by Green Marketing in Digital Communication Applied to Textile Fashion
José Duarte Santos, Inês Veiga Pereira, Mariana Cardoso Passos. © 2023. 26 pages.
To understand how fashion brands are communicating their sustainability strategies supported in green marketing, a case study was developed with the brands H&M and Levi's. An...
Management and Marketing for Improved Retail Competitiveness and Performance
Management and Marketing for Improved Retail Competitiveness and Performance
José Duarte Santos, Inês Veiga Pereira, Paulo Botelho Pires. © 2023. 457 pages.
The growth of companies' online presences is an unquestionable reality. However, not everything goes online, and the physical presences of companies continue to exist, with...
Confronting Security and Privacy Challenges in Digital Marketing
Confronting Security and Privacy Challenges in Digital Marketing
Paulo Botelho Pires, José Duarte Santos, Inês Veiga Pereira, Ana Isabel Torres. © 2023. 393 pages.
Marketing, and specifically its digital marketing component, is being challenged by disruptive innovations, which are creating new, unique, and unusual opportunities, and with...
The Implementation of Lean in Emergency Hospital Screening During the COVID-19 Pandemic
The Implementation of Lean in Emergency Hospital Screening During the COVID-19 Pandemic
Inês Veiga Pereira, Patricia Oliveira Faria, Amélia Maria Pinto da Cunha Brandão. © 2021. 15 pages.
Healthcare services, in particular, are one of the areas in which Lean can be applied and benefits can be reached through it. In order to analyze the suitability of Lean...
Colour Theory in Healthcare Corporate Identity
Colour Theory in Healthcare Corporate Identity
Inês Veiga Pereira, José Duarte Santos, Inês Nunes de Carvalho. © 2021. 20 pages.
This study aims to analyse the colours associated with Portuguese healthcare units and medical centres—namely the colour of their logo, through environmental colour mapping—and...