EsACT - Livros
Permanent URI for this collection
Browse
Browsing EsACT - Livros by Author "Correia, Ricardo"
Now showing 1 - 3 of 3
Results Per Page
Sort Options
- AI Innovation in Services MarketingPublication . Correia, Ricardo; Venciute, DominykaThe emergence of artificial intelligence (AI) has ushered in a transformative wave, disrupting trends and reshaping the landscape of services marketing. As businesses grapple with the interplay between evolving consumer behaviors and the progression of AI, a critical need emerges for a guide to navigate this complex terrain. The stakes are high, and the challenges are multifaceted - from redefining customer experiences to addressing ethical considerations in the age of automation. In response to these pressing issues, AI Innovation in Services Marketing stands out as a source of insight, unraveling the complexity surrounding the integration of AI in services marketing. This book endeavors to equip readers with an understanding of how AI is not just a tool but a force driving profound transformation in services marketing. Through a lens focused on real-world examples and insightful case studies, it illuminates the impact of AI on productivity and customer experiences. Beyond the transformative power, the book grapples with the ethical considerations that arise in the wake of AI adoption in services marketing. It seeks to guide both academics and practitioners, offering a resource to harness AI strategically, optimize services, and maintain a competitive edge in the global market. Whether you're a marketing scholar seeking comprehensive insights, an educator guiding the next generation, a student delving into the latest trends, or a researcher exploring the uncharted territories of AI, this book is crafted for you. The chapters traverse critical topics such as the convergence of services and AI, the impact of AI on customer support, personalization through recommendation engines, ethical considerations, measuring AI's impact on customer experience, and forecasting future trends. Supported by compelling case studies, this book serves as an indispensable guide for those looking to understand, adapt, and thrive in the AI-driven landscape of services marketing
- AI innovations for travel and tourismPublication . Correia, Ricardo; Martins, Márcio Ribeiro; Fontes, RutaThe tourism industry faces pressing challenges amidst the integration of artificial intelligence (AI) technologies. It is necessary to address the lack of a comprehensive understanding of AI's impact on the sector, emphasizing its role in reshaping the travel ecosystem, enhancing customer experiences, and optimizing operational efficiency. Ethical considerations surrounding AI implementation in tourism must be thoroughly examined to guide responsible technology use. AI Innovations for Travel and Tourism illuminates how AI revolutionizes travel ecosystems, beginning with an insightful introduction to AI's impact on tourism, laying the groundwork for a nuanced understanding of its transformative potential. Delving into personalized travel planning, the book navigates the reader through the intricacies of AI-enhanced destination recommendations, digging into how these technologies redefine the travel experience. Smart booking systems and travel experiences demonstrate how AI streamlines operations and raises customer satisfaction. The exploration extends to AI's role in travel marketing, emphasizing targeted campaigns and enhanced customer engagement. In-depth discussions on AI, big data, and user-generated content unveil the intricate connections that drive innovation in the industry. This book also delves into analyzing visitors' spatiotemporal behavior which provides valuable insights for destination managers and marketers. The ethical dimensions of AI-powered tourism are also discussed, exploring responsible AI use. This book is ideal for tourism scholars, educators, students, researchers, and industry professionals
- The role of brands in an era of over-informationPublication . Correia, Ricardo; Venciute, Dominyka; Sousa, Bruno MiguelIn today’s rapidly evolving digital landscape, consumers embark on their journeys with a multitude of information at their fingertips. The digital branding processes and their implications for consumer behavior have become vital areas of study for marketers, academics, and researchers alike. As the sources of information continue to proliferate, the challenge of processing this vast array of content becomes increasingly daunting. Led by the surge of social networks and user-generated content, the market is flooded with an overwhelming number of posts. Micro-segmentation has become the norm, resulting in numerous variations of core products, presenting consumers with an abundance of choices. In the midst of this information overload, brands play a crucial role by serving as mental shortcuts, enabling consumers to navigate through the complexities and make decisions that align with their preferences and values. However, as brands strive to stand out and differentiate themselves, they also face the dilemma of finding unique and distinctive signals that resonate with consumers. Concepts like sustainability, inclusivity, and eco-friendliness have now become common claims made by brands, but their effectiveness in aiding consumer decisions is a subject of inquiry. Do these signals genuinely assist consumers in making better choices, or have they become so commonplace that they are merely ignored? This edited reference book endeavors to explore and address such pressing questions, focusing on brand management and the emerging trends that foster customer-centric approaches, adding significant value and relevance to brands. Our aim is to equip readers with the knowledge and skills necessary to comprehend the digital branding process and its impact on product, service, and organizational choices. Additionally, we seek to contribute to the development and consolidation of recent branding concepts in the context of over-information, illustrating their practical relevance through insightful case studies. The book’s audience primarily comprises three groups. First and foremost, marketing academics and their students, both at the undergraduate and graduate levels, will find value in strengthening or mastering new concepts concerning brands and branding. Secondly, researchers seeking to stay updated on conceptual advancements and explore real-world case studies will discover meaningful insights within these pages. Lastly, marketers, driven by the need to optimize the potential of brands and marketing strategies, will gain valuable knowledge and skills to thrive in this dynamic era of over-information.