Marketing and Smart Technologies (eBook)

This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2022), held at Universidade de Santiago de Compostela, Spain, during December 1-3, 2022. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.

José Antonio Varela González has been Professor at the University of Santiago de Compostela (USC) since 1976, when he began teaching marketing. He was one of the forerunners of this discipline in Spain. The quality of his teaching and research activity earned him a University Professor position at USC in 1989. He has dedicated his career to this, except for the period between 2005 and 2010-during which he served as President of the Court for the Defense of Competition of Galicia. He has led, as Principal Investigator, more than a dozen competitive projects and contracts with companies and institutions. He has directed 17 doctoral theses. He is Author of more than 60 articles in national and international journals with the greatest impact in marketing. He has presented more than 60 papers at the most important international and national marketing conferences. He has been Director of the Business Organization and Marketing Department for 8 years and Director/Coordinator of the POMARK Research Group from 2010 to 2021. He has belonged to the founding group of the European Journal of Business Management and Economics, of which he has been Editor for more than 20 years.