Confronting Security and Privacy Challenges in Digital Marketing

Confronting Security and Privacy Challenges in Digital Marketing

Indexed In: SCOPUS
Release Date: July, 2023|Copyright: © 2023 |Pages: 393
DOI: 10.4018/978-1-6684-8958-1
ISBN13: 9781668489581|ISBN10: 1668489589|ISBN13 Softcover: 9781668489598|EISBN13: 9781668489604
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Description & Coverage
Description:

Marketing, and specifically its digital marketing component, is being challenged by disruptive innovations, which are creating new, unique, and unusual opportunities, and with the emergence of new paradigms and models. Other areas of knowledge have embraced these innovations with swiftness, adapting promptly and using them as leverage to create new paradigms, models, and realities. Marketing, in clear opposition, has been somewhat dismissive, ignoring the potential of these new contexts that are emerging, some of which are already unavoidable.

Confronting Security and Privacy Challenges in Digital Marketing 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.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

  • Artificial Neural Networks
  • Big Data
  • Blockchain Technology
  • Consumer Behavior
  • Consumer Privacy
  • Data Security
  • Electronic Commerce
  • Machine Learning
  • Virtual Reality
  • Virtual Stores
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Editor/Author Biographies

Paulo Botelho Pires of Porto Business School, received his PhD in Management and has a master’s degree in marketing.

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.
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.
Ana Isabel Torres holds a PhD in Management Science and MSc in Marketing and Strategy, both from University of Porto, Faculty of Economics. She has been teaching in higher education since 2004. Currently, she is a Professor at the Accounting and Business Administration Institute, University of Aveiro and a researcher at the Laboratory of Artificial Intelligence and Decision Support, Institute for Systems and Computer Engineering, Technology and Science - INESC TEC. Her teaching areas include Marketing Strategy, Digital Economy, Services Management and Digital Consumer Behaviour. She engages in multidisciplinary research that bridges managerial and design-related fields such as digital services management with technology-oriented fields. Her academic work has been published in several leading international scientific publications, such as the British Journal of Educational Technology, Journal of Intellectual Capital, Journal of Revenue and Pricing Management, Management Research, IGI Global, Exploring Service Science (Springer), and in proceedings of international conferences. She has business experience in Marketing Management consultancy across different industries and service sectors, for more than ten years.
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