Marketing and Smart Technologies: Proceedings of Icmarktech 2025, Volume 1
暫譯: 行銷與智慧科技：2025年Icmarktech會議論文集，第1卷

本書包含於2025年11月27日至29日在西班牙瓦倫西亞大學舉行的國際行銷與技術會議（ICMarkTech 2025）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、商業智慧資料庫與行銷、資料探勘與大數據、行銷資料科學、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、客戶資料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 has Ph.D. in Technologies and Information Systems from the University of Minho and the title of specialist teacher in Management and Administration since 2011. He is an assistant professor at the University of Maia, where he serves as the dean of the Department of Business Administration and coordinates the master's program in Digital Transformation. Additionally, he is an invited adjunct teacher at the Polytechnic Institute of Porto's School of Accounting and Administration of Porto. He is an integrated researcher at LIACC-Laboratory of Artificial Intelligence and Computer Science and a collaborating member of the Center for Organizational and Social Studies of the Polytechnic of Porto (CEOS.PP). His work focuses on Technologies and Information Systems, with a strong emphasis on Computer Science, Information Science, and Economics and Business.

Enrique Bigné is a professor of Marketing at the University of Valencia (2001-) and formerly at Jaume I University (1996-2001). He has been a visiting scholar at the University of Maryland, Berkeley Haas School of Business, and the University of Westminster. His main research interests are advertising, neuromarketing, and virtual reality. His work has been published in Psychology & Marketing, Frontiers in Psychology, International Journal of Advertising, Annals of Tourism Research, Tourism Management, Journal of Business Ethics, Journal of Business Research, and International Journal of Research in Marketing, among others. He has served as the head of Department, dean, and vice-chancellor. He is the editor-in-chief of the European Journal of Management & Business Economics. The European Academy of Management and Business Economics edits the journal through Emerald Publishing.

Zorica Bogdanovic is a full professor at the University of Belgrade Faculty of Organizational Sciences, Serbia. She teaches subjects in e-business and e-business technologies in B.Sc., M.Sc., and Ph.D. studies. Her professional and scientific interests include e-business, Internet marketing, Internet technologies, and Internet of things. The results of her research have been published in many well-known international journals and conference proceedings. She is a member of IEEE, secretary of IEEE Computer chapter CO 16, and IEEE Computer MGA Region8 Area 1 vice-chair. She is the chair of seminar of IEEE Computer chapter CO 16. She is in chair of the summer school "E-business technologies" at Faculty of Organizational Sciences since 2014. Since 2016, she has been in chair of Center for Internet of things at Faculty of Organizational Sciences.

José Paulo Marques dos Santos is an associate professor at the Dept. of Business Administration, University of Maia, a researcher at the Unit of Experimental Biology, Faculty of Medicine, and LIACC--Artificial Intelligence and Computer Science Lab, both at the University of Porto, Portugal. He also collaborates with NECE--Research Centre for Business Sciences (University of Beira Interior) and Socius/CSG--Research Centre in Economic and Organizational Sociology (University of Lisbon). José Paulo completed his Ph.D. in Management (variant on Marketing) in 2011 at ISEG--Lisbon School of Economics and Management, University of Lisbon, and his 5-year bachelor's in chemical engineering in 1989 at the University of Coimbra, Portugal. His research interests form the corners of a triangle: Artificial intelligence, neuroscience, and marketing. More specifically, José Paulo applies machine learning methods to model consumer functional brain data.

José Luís Reis 擁有明霍大學（University of Minho）科技與資訊系統的博士學位，自2011年以來擔任管理與行政的專業教師。他是邁亞大學（University of Maia）的助理教授，擔任商業管理系的系主任，並協調數位轉型碩士課程。此外，他還是波爾圖理工學院（Polytechnic Institute of Porto）會計與行政學院的受邀兼任教師。他是LIACC人工智慧與計算機科學實驗室的整合研究員，也是波爾圖理工學院組織與社會研究中心（CEOS.PP）的合作成員。他的研究重點在於科技與資訊系統，特別強調計算機科學、資訊科學以及經濟與商業。

Enrique Bigné 是瓦倫西亞大學（University of Valencia）的行銷教授（2001年至今），曾任哈梅一世大學（Jaume I University）的教授（1996-2001）。他曾在馬里蘭大學（University of Maryland）、伯克利哈斯商學院（Berkeley Haas School of Business）和威斯敏斯特大學（University of Westminster）擔任訪問學者。他的主要研究興趣包括廣告、神經行銷和虛擬實境。他的研究成果已發表於《心理學與行銷》（Psychology & Marketing）、《心理學前沿》（Frontiers in Psychology）、《國際廣告期刊》（International Journal of Advertising）、《旅遊研究年鑑》（Annals of Tourism Research）、《旅遊管理》（Tourism Management）、《商業倫理期刊》（Journal of Business Ethics）、《商業研究期刊》（Journal of Business Research）和《國際行銷研究期刊》（International Journal of Research in Marketing）等多個知名期刊。他曾擔任系主任、院長和副校長，並是《歐洲管理與商業經濟期刊》（European Journal of Management & Business Economics）的主編。該期刊由歐洲管理與商業經濟學院通過Emerald Publishing出版。

Zorica Bogdanovic 是塞爾維亞貝爾格萊德大學（University of Belgrade）組織科學學院的正教授。她在學士、碩士和博士課程中教授電子商務及電子商務技術相關科目。她的專業和科學興趣包括電子商務、網路行銷、網路技術和物聯網。她的研究成果已發表於許多知名的國際期刊和會議論文集中。她是IEEE的成員，擔任IEEE計算機分會CO 16的秘書，以及IEEE計算機MGA第8區域第1區的副主席。自2014年以來，她擔任IEEE計算機分會CO 16的研討會主席。自2016年以來，她擔任組織科學學院物聯網中心的主席。

José Paulo Marques dos Santos 是邁亞大學商業管理系的副教授，並在波爾圖大學（University of Porto）醫學院的實驗生物學單位和LIACC—人工智慧與計算機科學實驗室擔任研究員。他還與內比拉大學（University of Beira Interior）的商業科學研究中心（NECE）和里斯本大學（University of Lisbon）的經濟與組織社會學研究中心（Socius/CSG）合作。José Paulo 於2011年在里斯本經濟與管理學院（ISEG—Lisbon School of Economics and Management）獲得管理學（行銷變體）博士學位，並於1989年在科英布拉大學（University of Coimbra）獲得化學工程的五年學士學位。他的研究興趣形成一個三角形的角落：人工智慧、神經科學和行銷。更具體地說，José Paulo 應用機器學習方法來建模消費者的功能性腦部數據。