A level of decision making is concerned with deciding the organization’s objectives, resources, and policies. A significant problem at this decision-making level is predicting the organization’s future and its environment as well as matching the organization’s characteristics to that environment. This process generally involves technology and knowledge from the market and clients. In the current era, the implementation of marketing information systems supported with AI techniques is crucial to being a unique opportunity to leverage marketing strategies with cutting-edge technologies.

Global Perspectives on the Strategic Role of Marketing Information Systems communicates the recent advances in marketing information systems. Covering topics such as digital entrepreneurship, international business, and micro and small enterprises, this premier reference source is a cutting-edge resource for marketers, entrepreneurs, business leaders and managers, IT managers, students and educators of higher education, librarians, researchers, and academicians.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

Academic Library Environments
COVID-19 Pandemic
Digital Age
Digital Entrepreneurship
International Business
Location Analytics
Marketing Information Systems
Marketing Services
Micro and Small Enterprises
Tourism

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Editor/Author Biographies

Jose Melchor Medina is a Doctor in Business Information Systems from the Polytechnic University of Madrid (Spain) and expert in Information Technologies and Systems. Leader of the research group Information Technologies and Strategy (UAT-CA-132), for which he has published 22 papers in high-impact journals (Scopus and JCR) both in Mexico and internationally: Journal of Computer Information Systems, Journal of Information Systems and Technology Management, Innovar Journal, Cuadernos de Administración, Management Studies, Nova Scientia, Accounting and Administration, among others. He is the co-author of 20 book chapters on information technologies and systems. He wrote the book Information Systems Project Planning and co-authored a leading-edge statistical book such as Multivariate Analysis Techniques. Applied to the social sciences, co-author in 6 books with a business administration approach, and coordinator of 5 books. He has supervised 73 theses between graduate, master, and doctorate. Some of the research projects in which Dr. Medina has participated: i) Study of the administrative profile of the SMEs in the state of Tamaulipas, ii) Consolidation of the scientific and technological infrastructure for the exploration and sustainable exploitation of unconventional hydrocarbons, oil/gas shale in Mexico, iii) Institutional Repository of the Autonomous University of Tamaulipas, iv) Information technologies and systems in public and private organizations in the state of Tamaulipas, v) e-Government: Tax collector, vi) e-Banking for customer loyalty and satisfaction, among others. Since 2010, he is a member of the National System of Researchers in Mexico.

Miguel Sahagun is an Associate Professor of Marketing at High Point University (HPU), Dr. Sahagun obtained his Ph.D. from The University of Texas-Pan American (UTPA), his Master of Business Administration from the University of Texas-Brownsville (UTB), and his Bachelor’s degree in Industrial Engineering from the Instituto Tecnologico y de Estudios Superiores de Occidente (ITESO). Dr. Sahagun has 28 years of corporate and academic experience. He is an active member of AMA, SMA, and ISoF. Dr. Sahagun has published and presented his research at various scientific journals, book chapters, and international conferences in Peru, Mexico, Romania, Ecuador, Cuba, Canada, China, Chile, Portugal, Morocco, Greece, and the United States of America.

Jorge Alfaro is currently the Director of the School of Engineering at Universidad Católica del Norte, Chile. He also leads the MSc. in Technology and Information Management. Dr. Alfaro develops teaching, research, and business consulting responsibilities in IT business management, digital organization, and university coaching. He received his doctorate in 2006 from the Universidad Politécnica de Madrid, Spain.

Fernando Ortiz-Rodriguez is a Full Professor and Head of the Artificial Intelligence and Innovation Lab at Tamaulipas Autonomous University. He was the Executive Director at the International Institute of Studies (IIES). He created the First Business School in Tamaulipas, Mexico. He worked as the Information Technology Manager at Emerson Electric, where he developed more than 40 pieces of software, some of them used globally in Emerson and achieved technology convergence by implementing the first efforts on IoT and Industry 4.0. Fernando is a member of National Systems Researchers (SNI) Level 1 of the National Council of Science and Technology (CONACYT) and INDEX IT Advisor.

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