Sérgio Silva

Sérgio Silva is a researcher and Professor Higher Education.

Publications

Artificial Intelligence in Relational Marketing Practice: CRM as a Loyalty Strategy
Artificial Intelligence in Relational Marketing Practice: CRM as a Loyalty Strategy
Jorge Figueiredo, Isabel Oliveira, Sérgio Silva, Margarida Pocinho, António Cardoso, Manuel Pereira. © 2024. 24 pages.
This chapter aims to address artificial intelligence as a driving force behind relationship marketing (RM) practices. In this sense, the communicational potential of the internet...
From Personalisation to Satisfaction: New Communication Strategies in Web Marketing
From Personalisation to Satisfaction: New Communication Strategies in Web Marketing
Jorge Figueiredo, Isabel Oliveira, Sérgio Silva, Margarida Pocinho, António Cardoso, Manuel Pereira. © 2024. 23 pages.
With the increasing diffusion of technologies and the use of the Internet, we are witnessing a rapid growth of cyberspace. This becomes a new means of communication in which...