Confronting Security and Privacy Challenges in Digital Marketing: (Advances in Marketing, Customer Relationship Management, and E-Services)

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.

About the Author :
Paulo Alexandre Botelho Rodrigues Pires received his PhD in Management from Portucalense University, also holds a master’s in marketing and a Computer Systems Engineering degree from University of Minho. He has been a university professor since 2001 and has taught at several universities with emphasis on the University of Porto and Porto Business School. 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 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. 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.