Digital Marketing

Paulo Botelho Pires graduated in Systems Engineering and Computer Science. He holds a Master's Degree in Marketing, and has a PhD in Management. He has extensive experience in higher education at the university and polytechnic level since 2000 and has taught at the University of Porto, the Universidade Portucalense, the Porto Business School, and the Polytechnic Institute of Porto. He has published extensively in journals, book chapters, and books, and has also been a book editor. In addition, he continues to develop research in the areas of artificial neural networks, e-commerce, data analysis, and digital marketing. José Duarte da Rocha Santos received his PhD in Management from Vigo University. He also holds an 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 main research areas are Strategic Marketing and Digital Marketing Strategies. Inês Veiga Pereira obtained a PhD in Communication from the University of Vigo. She also has a master's degree in Corporate Sciences - marketing and a bachelor's degree in Management, from the Faculty of Economics of the University of Porto. Since 2001 she has been a professor in higher education in Portugal in the area of marketing. She is currently a senior lecturer of marketing at the Business Sciences School of Polytechnic of Porto (ISCAP/P.PORTO). She is the director of the Degree in Business Communication and the Postgraduate Degree in Management and Direction of Healthcare Institutions. She is also a senior researcher at CEOS.PP-Center for Organizational and Social Studies of the Polytechnic of Porto, Portugal. Her main areas of research are branding, social marketing, and corporate social responsibility.

Preface. PART 1: INTRODUCTION TO DIGITAL MARKETING. Advantages and Conditions of Digital Marketing. The impact of Digital on Marketing Strategy. The Behavior of the Digital Consumer. PART 2: DOING MARKETING RESEARCH. The Digital Research Revolution. The Broadening Horizon of Digital Marketing: Investigating its Transversal Impact. PART 3: THE DIGITALIZATION OF BUSINESS SALES. Digital Technologies and the Issues, Tasks, and Knowledge of Sales Teams. Relationship Marketing in the Age of Digital Marketing. PART 4: BUSINESS LEVERAGED ON DIGITAL MARKETING. Pre-Sales and Social Media Strategies’ Role in the Customer Journey. The Age of Digital Services Marketing. Go International with Digital Transformation. Internal Marketing Supported by Digital Marketing. Tourism and Digital Marketing. PART 5: DIGITAL MARKETING EXPANDED. Digital Marketing in Nonprofit Organizations Conceptual Background and Recommendations for Practitioners. Ensure Video Game Success with Digital Marketing. Index.