Marketing and Smart Technologies Proceedings of ICMarkTech 2019
This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2019), held at Maieutica Academic Campus (University Institute of Maia & Polytechnic Institute of Maia) in Maia, Portugal, from 27 t
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Álvaro Rocha José Luís Reis Marc K. Peter Zorica Bogdanović Editors
Marketing and Smart Technologies Proceedings of ICMarkTech 2019
123
Smart Innovation, Systems and Technologies Volume 167
Series Editors Robert J. Howlett, Bournemouth University and KES International, Shoreham-by-sea, UK Lakhmi C. Jain, Faculty of Engineering and Information Technology, Centre for Artificial Intelligence, University of Technology Sydney, Sydney, NSW, Australia
The Smart Innovation, Systems and Technologies book series encompasses the topics of knowledge, intelligence, innovation and sustainability. The aim of the series is to make available a platform for the publication of books on all aspects of single and multi-disciplinary research on these themes in order to make the latest results available in a readily-accessible form. Volumes on interdisciplinary research combining two or more of these areas is particularly sought. The series covers systems and paradigms that employ knowledge and intelligence in a broad sense. Its scope is systems having embedded knowledge and intelligence, which may be applied to the solution of world problems in industry, the environment and the community. It also focusses on the knowledge-transfer methodologies and innovation strategies employed to make this happen effectively. The combination of intelligent systems tools and a broad range of applications introduces a need for a synergy of disciplines from science, technology, business and the humanities. The series will include conference proceedings, edited collections, monographs, handbooks, reference books, and other relevant types of book in areas of science and technology where smart systems and technologies can offer innovative solutions. High quality content is an essential feature for all book proposals accepted for the series. It is expected that editors of all accepted volumes will ensure that contributions are subjected to an appropriate level of reviewing process and adhere to KES quality principles. ** Indexing: The books of this series are submitted to ISI Proceedings, EI-Compendex, SCOPUS, Google Scholar and Springerlink **
More information about this series at http://www.springer.com/series/8767
Álvaro Rocha José Luís Reis Marc K. Peter Zorica Bogdanović •
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Editors
Marketing and Smart Technologies Proceedings of ICMarkTech 2019
123
Editors Álvaro Rocha DEI/FCTUC University of Coimbra Coimbra, Portugal Marc K. Peter FHNW School of Business FHNW University of Applied Sciences and Arts Olten, Switzerland
José Luís Reis University Institute of Maia—ISMAI Maia, Portugal Zorica Bogdanović Faculty of Organizational Sciences University of Belgrade Belgrade, Serbia
ISSN 2190-3018 ISSN 2190-3026 (electronic) Smart Innovation, Systems and Technologies ISBN 978-981-15-1563-7 ISBN 978-981-15-1564-4 (eBook) https://doi.org/10.1007/978-981-15-1564-4 © Springer Nature Singapore Pte Ltd. 2020 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specific
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