Confronting Security and Privacy Challenges in Digital Marketing - Hardcover

Hardcover

ISBN 10: 1668489589 ISBN 13: 9781668489581

Publisher: Igi Global Scientific Publishing, 2023

Synopsis

"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 digitalinnovations. 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 this title

About the Author

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.

Edition details

• Publisher: Igi Global Scientific Publishing
• Publication date: 2023
• Language: English
• ISBN 10: 1668489589
• ISBN 13: 9781668489581
• Binding: Hardcover
• Number of pages: 330
• Editor: Pires Paulo Botelho, Santos José Duarte, Pereira Inês Veiga