Includes bibliographical references (pages 373-442) and index.

"This book features the latest prevailing technological functions and procedures necessary to promote new developments in promotional tools and methods, bringing together extensive discussions on the role of digital tools in customer relationship management, social media, and market performance"-- Provided by publisher.

Preface -- Strategic use of IT/IS & technologies for marketing -- Web 2.0 technologies and marketing / Dora Simões, University of Aveiro, Portugal, Sandra Filipe, University of Aveiro, Portugal -- Information technology communication: main challenges and pitfalls to marketing and management : evidence from curitiba (in brazil) / Adriane Setti, University of Algarve, Portugal, Marisa Cesário, University of Algarve, Portugal, -- Sílvia Fernandes -- Artificial intelligence : marketing's game changer / Edward Forrest, University of Alaska-Anchorage, USA, Bogdan Hoanca, University of Alaska-Anchorage, USA -- Business management and new technologies to improve the services / Giuseppe Granata, University of Cassino and Southern Lazio, Italy -- The treacherous path of corporate social responsibility (CSR) and the role of information systems in its implementation / Tabani Ndlovu, Nottingham Business School, UK, Amon Simba, Nottingham Trent University, UK, Anastasia Mariussen, Oslo School of Management, Norway -- Managing digital bonds in the buyer-supplier relationships / Jari Salo, Oulu Business School, Finland, Giuseppe Pedeliento, University of Bergamo, Italy, Robert Wendelin, Scania, Sweden -- Customer relationship management (CRM) -- The role of customer relationship management in the global business environments / Kijpokin Kasemsap, Suan Sunandha Rajabhat University, Thailand -- Data-driven customer centricity: crm predictive analytics / Othman Boujena, Néoma Business School, France, Kristof Coussement, IESEG School of Management; France, Koen W. De Bock, IESEG School of Management, France -- Social media & social networking -- Social media as marketing information systems : co-creation in viral video advertising / Christos Karpasitis, University of Central Lancashire, Cyprus, Antonios Kaniadakis, Queen Mary University of London, UK -- The rise of relationship marketing with social media / Ana Margarida Barreto, New University of Lisbon, Portugal -- Social media performance measurement / Goetz Greve, Hamburg School of Business Administration, Germany -- The role of online social networking in the recruitment context / Vanessa Ratten, La Trobe University, Australia -- Improving market performance through marketing -- Online pricing and auctions / Kalender Özcan Atilgan, University of Mersin, Turkey -- Risk management, trust and repeat online shopping intentions : a south african perspective / Mercy Mpinganjira, University of Johannesburg, South Africa -- The rise of ebay : confronting the challenges of asymmetry of information and competition / Mikhail Ion Melnik, Southern Polytechnic State University, USA -- Successful new product planning / Nicholas Grigoriou, Monash University, Malaysia -- Upgrading marketing research : neuromarketing tools for understanding consumers / Anka Gorgiev, CITY College, Greece, Nikolaos Dimitriadis, CITY College, Greece -- Examining the brand communication tools that impact brand preferences of women consumer buying intentions-empirical investigation of middle east / A M Sakkthivel, Sur University College, Sultanate of Oman, B Sriram, Sur University College, Sultanate of Oman -- Compilation of references -- About the contributors -- Index.