Lara Mendes Bacalhau

Lara Bacalhau has a PhD in Management - Specialty in Marketing and Strategy (FEP-UP), with a Master's Degree in Data Analysis and Decision Support Systems (FEP-UP) and 2 Bachelor's Degrees in Business Management (ISCAC-IPC) and Mathematics - Teaching Branch (FCTUC-UC). He has additional training, including an MBA in Digital Marketing and a postgraduate degree in Information Technology and Multimedia Communication. Lecturer in Marketing, Business Management, Accounting and Taxation at ISCAC. He has also taught at ESTGV-IPV, IEFP and ISLA Santarém. She was a member of the Marketing and International Business Degree and is currently the director of this course and a member of the corresponding Master's Degree. She has coordinated Workshops to Prepare for the Certified Accountants Exam. She is a researcher in Marketing (Branding, Digital Marketing, E-commerce and Relationship Marketing) and Business Management. She is a reviewer and co-author of scientific publications and participates in projects. orcid.org/0000-0001-9674-4167

Publications

Exploring the Relationship Between CRM Tools, AI, and Big Data: A Systematic Review
Exploring the Relationship Between CRM Tools, AI, and Big Data: A Systematic Review
Mariana Carapêto Tavares, Inês de Jesus Anastácio, Alexandra Leandro, Lara Mendes Bacalhau, Bruno Barbosa Sousa. © 2024. 15 pages.
In an increasingly digital and competitive world, CRM, Social CRM, AI and Big Data have become true allies for organizations that want to stand out. These technologies not only...
Dive Into Metaverse: Concept, Evolution, Framework, Technologies, Opportunities, and Trends
Dive Into Metaverse: Concept, Evolution, Framework, Technologies, Opportunities, and Trends
Joana Raquel Neves, Lara Mendes Bacalhau. © 2024. 26 pages.
The ever-changing environment of the Metaverse claim for a study that leads to a captivating journey for readers of this chapter in which the current condition of this digital...
Neuromarketing: Decoding the Role of Emotions and Senses and Consumer Behavior
Neuromarketing: Decoding the Role of Emotions and Senses and Consumer Behavior
Rodolfo Cordeiro, Ana Reis, Bruno Morgado Ferreira, Lara Mendes Bacalhau. © 2024. 18 pages.
Neuromarketing, a controversial field that integrates neuroscience and marketing principles, explores the mechanisms that influence consumer behavior. This systematic review...
E-Commerce: Issues, Opportunities, Challenges, and Trends
E-Commerce: Issues, Opportunities, Challenges, and Trends
Vasco Santos, Tatiana Augusto, Jorge Vieira, Lara Bacalhau, Bruno Miguel Sousa, Daniel Pontes. © 2023. 21 pages.
E-commerce is a business model that allows organizations to explore global markets. The objective of this study is to identify all the key points involved in e-commerce business...
Digital Transformation of the Retail Point of Sale in the Artificial Intelligence Era
Digital Transformation of the Retail Point of Sale in the Artificial Intelligence Era
Victor Santos, Lara Mendes Bacalhau. © 2023. 17 pages.
Digital transformation in the retail industry has led to significant changes in the way that point-of-sale (POS) systems operate. In the artificial intelligence (AI) era, POS...