Hershey, Pennsylvania
New York, New YorkBeijing, China

Inês Veiga Pereira

Inês Veiga Pereira has a degree in Management and a Master's in Business Sciences from the Faculty of Economics of Porto and a PhD from the University of Vigo, having developed a dissertation that focuses on Public Relations in non-profit organizations. She is a lecturer at ISCAP, from Polytechnic of Porto, where she is Director of the Postgraduate Course in Management and Direction of Health Units and Director of the bachelor’s degree in business communication. She was part of the internal evaluation committees for the degree in Marketing and the master’s in digital marketing. She developed from scratch the CTESP in Commercial Management at the Point of Sale, a course that she has directed since its creation until August 2022.

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. 446 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...
Optimizing Social Media Strategies for Enhanced Performance: A Case Study of the Florist
Optimizing Social Media Strategies for Enhanced Performance: A Case Study of the Florist
Ângelo Gomes, Inês Veiga Pereira, Susana Pinto. © 2025. 38 pages.
The Florist – Luxury Bouquets is a Portuguese luxury e-commerce brand. Specializing in preserved flower bouquets with an innovative preservation system. The company targets...
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...