Marketing and Smart Technologies: Proceedings of Icmarktech 2023, Volume 1

本書包含在2023年11月30日至12月2日於捷克共和國布拉格的捷克農業大學經濟與管理學院（FEM）舉辦的國際行銷與技術會議（ICMarkTech 2023）上發表的選定論文。內容涵蓋了應用於行銷的人工智慧、行銷中的虛擬與擴增實境、商業智慧數據庫與行銷、資料探勘與大數據、行銷數據科學、網路行銷、電子商務與虛擬商務、社交媒體與網路、地理行銷與物聯網、行銷自動化與內部行銷、應用於行銷的機器學習、客戶數據管理與客戶關係管理（CRM）、以及神經行銷技術等最新前沿研究。

José Luís Reis completed Ph.D. in Technologies and Information Systems from the University of Minho and is Professor with the title of Specialist in Management and Administration by IPAM Porto. He is Professor at University of Maia--ISMAI and ISCAP.IPP, and Integrated Researcher in LIACC--Laboratory of Artificial Intelligence and Informatics at the University of Porto. He carries out activities in the area of training and information systems and technologies in various organizations, coordinating various national and international projects in the area of information management, applied marketing and strategic regional planning. He is Author of scientific papers and articles in the fields of marketing automation, artificial intelligence, augmented and virtual reality, information systems modeling, multimedia, gamification, and data mining. He is Author and Co-author of several books, namely "Personalization in Marketing - Technologies and Information Systems", "Marketing in agri-food -fundamentals and case studies", "Gamification Model for SMEs", "Marketing and Smart Technologies", and "Information Systems - Diagnostics and Prospectives".

Jiří Zelený completed Ph.D. in agricultural economics and Master of Science (Department of Hotel Management) from the Institute of Hospitality Management in Prague and is Assistant Professor at University College Prague, Deputy Head of Study Program and Department (Department of Hotel Management and Travel and Tourism Studies), Assistant Professor of Media Sociology and Psychology subject (Department of Social Sciences) at Prague School of Creative Communication, and Project Specialist via Erasmus+ (Faculty of Economics and Management, Dept. of Humanities) at Czech University of Life Sciences Prague. He received Award of the Minister of Agriculture of the Czech Republic for Outstanding Doctoral Thesis with Contribution to Practice in the Field of Agriculture, Editorial Board Membership of the Potravinárstvo Slovak Journal ofFood Science: Nitra, SK; participates and participated in several, namely "Sustainability in the preparation and consumption of food and beverages, its social and cultural context", "Culinary Heritage of the Czech Lands: Memory, Presentation and Education", and "Sustainable Agriculture and Rural Development (SARUD)".

Beáta Gavurová, Ph.D., M.B.A., Center for Applied Economic Research, Faculty of Management and Economics, Tomas Bata University, in Zlin. Her research interests include the development of the models and methods for performance management and measurement, process optimization, process management, strategic and performance benchmarking, innovation management and informatization, and the standardization processes in the various sectors. She participates in the preparation of the strategic documents and the action plans in the ministries, such as National Strategy for Regional Development of the Slovak Republic, Agenda 2030, Agenda 2050, Strategy for Sustainable Tourismin the Slovak Republic until 2030, Strategy for Transport Development in the Slovak Republic, Debarrierization Strategy of the Slovak Republic, and the others. She participates in the creation of the European Commission policies in the areas of research and innovation, education, employment and social affairs, transport, and regional policy actively. She has authored and co-authored more than 450 publications, including 15 scientific monographs, 10 textbooks. She has also coauthored the intellectual property--utility model.

José Paulo Marques dos Santos is Associate Professor at the Dept. of Business Studies, University of Maia, and Researcher at the Unit of Experimental Biology, Faculty of Medicine, and at LIACC--Artificial Intelligence and Computer Science Lab, both in the University of Porto, Portugal. Paulo is Visiting Professor at the Universidade Europeia, Portugal. He also collaborates in Socius/CSG--Research Centre in Economic and Organizational Sociology (University of Lisbon). Paulo completed his Ph.D. in Management (variant on Marketing) in 2011 at ISEG--Lisbon School of Economics and Management, University of Lisbon, and the 5-year bachelor's degree in chemical engineering, in 1989, at the University of Coimbra, Portugal. His research interests lie in the area of consumer neuroscience, focusing on brand perception and brand meaning, ranging from neuroscientific techniques, like fMRI, EEG, and tDCS/tACS, to qualitative approaches like Grounded Theory, and passing by Semiotics. Modeling neural data with artificial neural networks and other AI methods is also a matter of study. Paulo has been publishing in neuroscience and branding academic journals like Frontiers in Neuroscience, Journal of Product and Brand Management, and Journal of Brand Management. He has been participating in the World Neuromarketing Forum (NMSBA) scientific committee and is one of the founders of the ICMarkTech--International Conference on Marketing and Technologies.

José Luís Reis 於米尼奧大學獲得科技與資訊系統的博士學位，並擔任 IPAM 波爾圖的管理與行政專家教授。他是邁亞大學（University of Maia）ISMAI 和 ISCAP.IPP 的教授，並且是波爾圖大學人工智慧與資訊學實驗室（LIACC）的整合研究員。他在多個組織中從事培訓及資訊系統與技術的相關活動，並協調多個國內外的資訊管理、應用行銷及區域戰略規劃專案。他是行銷自動化、人工智慧、擴增與虛擬實境、資訊系統建模、多媒體、遊戲化及資料探勘等領域的科學論文及文章的作者。他還是多本書籍的作者及合著者，包括《行銷中的個性化 - 科技與資訊系統》、《農產品行銷 - 基礎與案例研究》、《中小企業的遊戲化模型》、《行銷與智慧科技》以及《資訊系統 - 診斷與前瞻》。

Jiří Zelený 於布拉格酒店管理學院獲得農業經濟學博士學位及碩士學位，並擔任布拉格大學的助理教授，擔任學習計畫及酒店管理與旅遊研究系的副主任，並在布拉格創意傳播學校的社會科學系教授媒體社會學與心理學。他還是捷克生命科學大學經濟與管理學院人文學科部的 Erasmus+ 專案專家。他因其對農業實務貢獻的優秀博士論文獲得捷克共和國農業部長獎，並擔任斯洛伐克食品科學期刊 Potravinárstvo 的編輯委員會成員；他參與了多個專案，包括「食品與飲料的準備與消費的可持續性及其社會文化背景」、「捷克土地的烹飪遺產：記憶、展示與教育」以及「可持續農業與鄉村發展（SARUD）」。

Beáta Gavurová 博士、MBA，任職於捷克茲林的托馬斯·巴塔大學應用經濟研究中心。她的研究興趣包括績效管理與測量模型及方法的發展、流程優化、流程管理、戰略與績效基準、創新管理及資訊化，以及各個領域的標準化流程。她參與了多個部門的戰略文件及行動計畫的制定，例如斯洛伐克共和國的區域發展國家戰略、2030議程、2050議程、2030年前的斯洛伐克共和國可持續旅遊戰略、斯洛伐克共和國交通發展戰略、斯洛伐克共和國去障礙化戰略等。她積極參與歐洲委員會在研究與創新、教育、就業與社會事務、交通及區域政策等領域的政策制定。她已發表及合著超過450篇出版物，包括15本科學專著及10本教科書。她還共同著作了知識產權的實用模型。

José Paulo Marques dos Santos 是邁亞大學商業研究系的副教授，並在波爾圖大學醫學院的實驗生物學單位及人工智慧與計算機科學實驗室（LIACC）擔任研究員。他是葡萄牙歐洲大學的客座教授，並在 Socius/CSG - 經濟與組織社會學研究中心（University）中進行合作。