José Duarte Santos

José Duarte da Rocha Santos received his PhD in Management from Vigo University. He also holds MSc in Marketing and a bachelor’s degree in Business Sciences. Between 1987 and 2002, he played various roles in sales, marketing, and management of companies in the information technology sector. From 2003 to 2018, he performed the functions of a management and marketing consultant. Since 1999, he has been a professor in higher education in Portugal in the fields of management and marketing. He is currently a marketing professor at the Accounting and Business School of the Polytechnic of Porto (ISCAP/P.PORTO). He is also a senior researcher at the CEOS.PP - Centre for Organizational and Social Studies of the Polytechnic of Porto, Portugal. His principal research area is customer relationship management through digital marketing.

Publications

Artificial Neural Networks: History and State of the Art

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

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...

Effective Digital Marketing for Improving Society Behavior Toward DEI and SDGs

As the world continues to grapple with issues of diversity, equity, and inclusion (DEI), organizations face numerous challenges in determining the most effective digital...

Intra-Hospital Virtual Communities and Well-Being of Cancer Patients: Impact of Features on Healthcare Relationships

The use of social media in health is emerging as a means of bringing the various actors together with several benefits. In the specific case of cancer disease, these tools can...

Promoting Organizational Performance Through 5G and Agile Marketing

It is well understood that many business operations are evolving to fit within the mold of society’s technological advancement. This is no different for marketing. While there...

The Potential of 5G Technology Applied to Tourism Marketing

5G technology is beginning to be implemented, providing some pilot initiatives and significant development, deserving in the tourism area increased attention from tourism...

The Concept of Sustainability Supported by Green Marketing in Digital Communication Applied to Textile Fashion

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

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

Marketing, and specifically its digital marketing component, is being challenged by disruptive innovations, which are creating new, unique, and unusual opportunities, and with...

Green Cosmetics: Determinants of Purchase Intention

This study examined the determinants of purchase intention of green cosmetics, and eight semi-structured interviews were performed to identify them. The determinants identified...

Digital Marketing Perspectives: Challenges and Opportunities Raised by Technology

Artificial intelligence, blockchain, IoT, and virtual reality are technologies that are driving significant changes in marketing. At the same time, these technologies are...

Artificial Intelligence and Marketing: Progressive or Disruptive Transformation? Review of the Literature

Recent advances in artificial intelligence have had a growing impact, and the marketing discipline is no exception. This study carries out an analysis of the impact of artificial...

Artificial Neural Networks and Discrete Choice Models: Sales Forecast in Supermarket Products

The performance of artificial neural networks was compared with the performance of discrete choice models in predicting the purchase of products with weak involvement. A...

Intention to Purchase Sustainable Fashion: Influencer and Worth-of-Mouth Determinants

There is a recognized need to study sustainability in fashion. Several studies have documented the determinants that influence fashion purchase intention. However, the...

Preface

This Preface is included in the book Cases on Digital Strategies and Management Issues in Modern Organizations.

Sales Management for Improved Organizational Competitiveness and Performance

With the recent digital developments within marketing, the alignment between sales and marketing has become increasingly important as it has the potential to improve sales...

Investigating the Critical Success Factors of Artificial Intelligence-Driven CRM in J. K. Tyres: A B2B Context

AI-powered technologies allow online B2B companies to serve their customers with accurate and relevant information, 24/7. For example, they experience an increase in requests for...

THEIA: Thermal Insulation – A Business Strategy

THEIA provides technical solutions for the construction industry, specializing in materials for thermal insulation. It is positioned in the middle of the distribution channel...

The Adoption of a CRM Strategy Based on the Six-Dimensional Model: A Case Study

If the definition of CRM is not consensual, the model for incorporating or analyzing the concept within an organization is also not. In this chapter, considering the...

Social Networks and Cultural Differences: Adidas's Case on Twitter and Sina Weibo

The purpose of this chapter is the comparison of social media strategy on Twitter and Sina Weibo by the German company Adidas. A successful social media campaign is pushing brand...

Omni-Channel Challenges and Opportunities for Profitable Customer Relationship

With the market increasingly competitive, the search for new sources of revenue becomes increasingly challenging, especially when promoting new products, services, and providing...

Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector

The healthcare sector has never been under as much pressure as it is today. This pressure has motivated organizations to reinvent themselves, forcing management and marketing to...

Critical Success Factors in a Six Dimensional Model CRM Strategy

Companies of various sizes and structures have progressively adopted specialized CRM software that aims to capture customer data and prospects, streamline business processes and...

Social Networks and Cultural Differences: Adidas's Case on Twitter and Sina Weibo

The purpose of this chapter is the comparison of social media strategy on Twitter and Sina Weibo by the German company Adidas. A successful social media campaign is pushing brand...

Colour Theory in Healthcare Corporate Identity

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...

Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries

The growth of internet access and the entry of smartphones into everyday life has provided a revolutionary way for consumers to interact with businesses throughout the tourist...

Exploring the Organizational and Technological Implications on Strategic Business Model Change: A Case Study of One Electronic Marketplace

The purpose of this chapter is to identify and analyze the main organizational and technological factors that play a relevant role in a transformational strategic change inherent...

Marketing and Technologies Platforms in Smart F-Store

Social networks, originally built as channels for personal interaction, are being used in the commercial market as a support for product sales. The use of applications integrated...