Digital Transformation Initiatives for Agile Marketing

In the rapidly evolving digital landscape, businesses today face an imperative to adapt and innovate continuously. Digital transformation is at the core of this evolution. It enables organizations to rethink and redesign their operations, processes, and customer interactions. Within this context, marketing has seen a profound shift, with agile methodologies and advanced technologies redefining traditional practices. It is imperative to explore the intersection of these critical areas. Digital Transformation Initiatives for Agile Marketing explores the various aspects of marketing and digital transformation, including how technology is changing the way marketers operate, how businesses can leverage data to improve customer engagement, and the challenges and opportunities that com with implementing digital transformation initiatives. It also discusses new marketing tendencies related to technology, people, and processes. Covering topics such as artificial intelligence, customer experience, and omnichannel marketing, this book is an excellent resource for marketers, business leaders, academicians, researchers, educators, graduate and postgraduate students, and more.

Sérgio Maravilhas is a Visiting Professor at UFBA, Brazil. More than 39 years of professional experience. With two Post-Docs, one from UFBA (Patents and innovation) and another from UNIFACS (FAB LABS), both with PNPD/CAPES Grants; PhD in Information and Communication in Digital Platforms (FCT Grant) from Porto and Aveiro Univs., Portugal; a Master Science in Information Management (FEUP + Sheffield University, UK); a Postgrad Course in ICT (FEUP); a Postgrad in Innovation and Technological Entrepreneurship (FEUP + North Carolina State University, USA); and a 5 years Degree in Philosophy, Educational Branch (FLUP) and another one in Librarianship (Brazil). A Teacher since 1998, worked at ESE-IPP (Teacher/Supervisor - Internet@School project, 2002/2005), and a University Lecturer and Researcher since 2005 at Aveiro University, and since 2010 at ULP and IESFF in Masters and MBAs. Teaches Marketing, Research Methods, Creative Processes, Innovation, Intellectual and Industrial Property, Technology Watch, Information Management, Organizational Behaviour, ICT, Sales, and Neuro-Linguistic Programming. Publishes about Patent Information, Innovation, Marketing, Web 2.0, Web Radio, FAB LABS, Technology, and Sustainability.