As the marketing landscape continues to evolve, posing fresh challenges for both academics and practitioners, this book explores contemporary marketing issues, trends, challenges, and opportunities. Featuring papers presented at the first annual International Conference on Advanced Marketing Practice (ICOAMP) held in Almerķa, Spain in 2024, this open access book covers a broad range of topics focused analytics, measurements, and methodologies in marketing, health, medical and beauty decision-making; the impact of digital technologies on marketing management; marketing education; marketing oriented to operational data stores (ODS); non-profit marketing; marketing ethics (CSR) and social media, and digital marketing practices, among others. These topics are centered around three pivotal and interrelated themes: disruptions, diversity, and ethics, which are the cornerstones that drive our collective pursuit of understanding their impact on the world of marketing. It is imperative for modern businesses and marketers alike to grasp the intricacies of these factors and their implications. This book provides valuable contributions for marketing researchers and practitioners as well as managers of businesses in a wide range of industries
A brief review of bibliometric analysis use in marketing
studies.- Geographic information system in hospitality: Spatial clustering of
hotels based on marketing variables.- Analyzing the relationship between
healthcare quality and patient satisfaction in the case of Spain. Some panel
data evidence.- Sustainability in Marketing Education. Students attitudes at
Iberian Universities.- Sustainability Teaching in Marketing: An Importance
Performance Analysis in Higher Education Institutions.- Game-Based Learning
through the Use of Artwork Images: Influence on the Perception of a
Product.- Unveiling the Collaborative Dynamics of Clusters in En-hancing
Cooperation for Green Marketing Initiatives: A Conceptual Model.- Nurturing
Sustainability in Agricultural Firms: The Role of Relational Marketing with
Stakeholders and the Moderating Influence of Firm“s Attitudes Towards
Sustainability.- Why do we play golf? An exploratory research.- Use of online
shop chatbots: How trust in seller moderates brand preference and purchase
intention.
Sergio Martķnez-Puertas is Professor of Statistics and Operations Research in the Department of Mathematics at the University of Almerķa, Spain. His research areas include statistical modeling in marketing and optimization of classification algorithms.
Manuel Sįnchez-Pérez is Professor in Marketing in the Department of Economics and Business at the University of Almerķa, Spain. He also served as the Head of the Economic and Business Department and Coordinator of the Doctoral Program at the University of Almerķa, Spain.
Cristina Segovia-López is Assistant Professor in Marketing and Marketing Research in the Department of Economics and Business at the University of Almerķa, Spain. Her research areas include strategic marketing, innovation, and commercialization.
Eduardo Terįn-Yépez is a Research Technician in Economic, Business, and Legal Sciences at the University of Almerķa, Spain. His research areas include international entrepreneurship, international marketing, collaborative economy, and sustainable entrepreneurship. He has published various articles in high-impact international journals.
