José Duarte Santos

José Duarte SantosJosé Duarte da Rocha Santos received his PhD in Management from Vigo University. He also holds MSc in Marketing and a bachelor’s degree in Business Sciences. Between 1987 and 2002, he played various roles in sales, marketing, and management of companies in the information technology sector. From 2003 to 2018, he performed the functions of a management and marketing consultant. Since 1999, he has been a professor in higher education in Portugal in the fields of management and marketing. He is currently a marketing professor at the Accounting and Business School of the Polytechnic of Porto (ISCAP/P.PORTO). He is also a senior researcher at the CEOS.PP - Centre for Organizational and Social Studies of the Polytechnic of Porto, Portugal. His main areas of research are strategic marketing, relational marketing and digital relationship strategies.

Publications

Artificial Neural Networks: History and State of the Art
Paulo Botelho Pires, José Duarte Santos, Inês Veiga Pereira. © 2025. 25 pages.
This chapter contains a description of the historical evolution of artificial neural networks since their inception, with the appearance of the first relevant learning method by...
Marketing: History and Development of Its Definition
Paulo Botelho Pires, José Duarte Santos, Inês Veiga Pereira. © 2025. 17 pages.
The article contains a description of the historical evolution of marketing and the evolution of marketing definition. Learning the history of marketing and the evolution of its...
Leveraging AI for Effective Digital Relationship Marketing
José Duarte Santos, Paulo Botelho Pires, Nicholas Grigoriou. © 2025. 360 pages.
Today’s businesses face the pressing challenge of how to effectively engage and build lasting relationships with customers in an increasingly crowded and competitive online...
Cases on Effective Digital Marketing for Competitive Organizations
Sara Santos, José Duarte Santos, Paulo Botelho Pires, Inês Veiga Pereira. © 2025. 320 pages.
In the fast-paced world of modern business, organizations grapple with the ever-present challenge of effectively navigating the complexities of digital marketing. As consumer...
Effective Digital Marketing for Improving Society Behavior Toward DEI and SDGs
Inês Veiga Pereira, Paulo Botelho Pires, José Duarte Santos. © 2024. 330 pages.
As the world continues to grapple with issues of diversity, equity, and inclusion (DEI), organizations face numerous challenges in determining the most effective digital...
Intra-Hospital Virtual Communities and Well-Being of Cancer Patients: Impact of Features on Healthcare Relationships
Ricardo Jorge Silva, Paulo Botelho Pires, Catarina Delgado, José Duarte Santos. © 2024. 24 pages.
The use of social media in health is emerging as a means of bringing the various actors together with several benefits. In the specific case of cancer disease, these tools can...
Purchase Intention of Sustainable Fashion: The Relationship With Price
Paulo Botelho Pires, Cláudia Filipa Silva Morais, Catarina Delgado, José Duarte Santos. © 2024. 17 pages.
In today's world, the idea of sustainable fashion is gaining traction. Finding a link between pricing and the purchase of sustainable clothes is the aim of this study....
Promoting Organizational Performance Through 5G and Agile Marketing
José Duarte Santos, Bruno Miguel Sousa. © 2023. 316 pages.
It is well understood that many business operations are evolving to fit within the mold of society’s technological advancement. This is no different for marketing. While there...
The Potential of 5G Technology Applied to Tourism Marketing
José Duarte Santos, Luísa Rodrigues, Justino Marco Lourenço. © 2023. 14 pages.
5G technology is beginning to be implemented, providing some pilot initiatives and significant development, deserving in the tourism area increased attention from tourism...
The Concept of Sustainability Supported by Green Marketing in Digital Communication Applied to Textile Fashion
José Duarte Santos, Inês Veiga Pereira, Mariana Cardoso Passos. © 2023. 26 pages.
To understand how fashion brands are communicating their sustainability strategies supported in green marketing, a case study was developed with the brands H&M and Levi's. An...
Management and Marketing for Improved Retail Competitiveness and Performance
José Duarte Santos, Inês Veiga Pereira, Paulo Botelho Pires. © 2023. 457 pages.
The growth of companies' online presences is an unquestionable reality. However, not everything goes online, and the physical presences of companies continue to exist, with...
Confronting Security and Privacy Challenges in Digital Marketing
Paulo Botelho Pires, José Duarte Santos, Inês Veiga Pereira, Ana Isabel Torres. © 2023. 393 pages.
Marketing, and specifically its digital marketing component, is being challenged by disruptive innovations, which are creating new, unique, and unusual opportunities, and with...
Green Cosmetics: Determinants of Purchase Intention
Ana Catarina Rodrigues, Paulo Botelho Pires, Catarina Delgado, José Duarte Santos. © 2023. 27 pages.
This study examined the determinants of purchase intention of green cosmetics, and eight semi-structured interviews were performed to identify them. The determinants identified...
Digital Marketing Perspectives: Challenges and Opportunities Raised by Technology
Paulo Botelho Pires, José Duarte Santos. © 2023. 27 pages.
Artificial intelligence, blockchain, IoT, and virtual reality are technologies that are driving significant changes in marketing. At the same time, these technologies are...
Artificial Intelligence and Marketing: Progressive or Disruptive Transformation? Review of the Literature
Paulo Botelho Pires, José Duarte Santos. © 2023. 24 pages.
Recent advances in artificial intelligence have had a growing impact, and the marketing discipline is no exception. This study carries out an analysis of the impact of artificial...
Artificial Neural Networks and Discrete Choice Models: Sales Forecast in Supermarket Products
Paulo Botelho Pires, José Duarte Santos. © 2023. 26 pages.
The performance of artificial neural networks was compared with the performance of discrete choice models in predicting the purchase of products with weak involvement. A...
Intention to Purchase Sustainable Fashion: Influencer and Worth-of-Mouth Determinants
Cláudia Filipa Morais, Paulo Botelho Pires, Catarina Delgado, José Duarte Santos. © 2023. 26 pages.
There is a recognized need to study sustainability in fashion. Several studies have documented the determinants that influence fashion purchase intention. However, the...
Cases on Digital Strategies and Management Issues in Modern Organizations
José Duarte Santos. © 2022. 365 pages.
Business strategy is not an abstract concept; it is a type of work that is designed for complex theoretical conceptualization. While there are numerous sources exploring the...
Sales Management for Improved Organizational Competitiveness and Performance
José Duarte Santos. © 2022. 372 pages.
With the recent digital developments within marketing, the alignment between sales and marketing has become increasingly important as it has the potential to improve sales...
Investigating the Critical Success Factors of Artificial Intelligence-Driven CRM in J. K. Tyres: A B2B Context
Surabhi Singh, José Duarte Santos. © 2022. 12 pages.
AI-powered technologies allow online B2B companies to serve their customers with accurate and relevant information, 24/7. For example, they experience an increase in requests for...
THEIA: Thermal Insulation – A Business Strategy
Paulo Botelho Pires, António Correia Barros, José Duarte Santos. © 2022. 31 pages.
THEIA provides technical solutions for the construction industry, specializing in materials for thermal insulation. It is positioned in the middle of the distribution channel...
The Adoption of a CRM Strategy Based on the Six-Dimensional Model: A Case Study
José Duarte Santos, José Pita Castelo. © 2022. 16 pages.
If the definition of CRM is not consensual, the model for incorporating or analyzing the concept within an organization is also not. In this chapter, considering the...
Social Networks and Cultural Differences: Adidas's Case on Twitter and Sina Weibo
José Duarte Santos, Steffen Mayer. © 2022. 17 pages.
The purpose of this chapter is the comparison of social media strategy on Twitter and Sina Weibo by the German company Adidas. A successful social media campaign is pushing brand...
Omni-Channel Challenges and Opportunities for Profitable Customer Relationship
Ana Lima, José Duarte Santos, Israel Anjos. © 2022. 23 pages.
With the market increasingly competitive, the search for new sources of revenue becomes increasingly challenging, especially when promoting new products, services, and providing...
Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector
José Duarte Santos, Inês Veiga Pereira. © 2021. 355 pages.
The healthcare sector has never been under as much pressure as it is today. This pressure has motivated organizations to reinvent themselves, forcing management and marketing to...
Critical Success Factors in a Six Dimensional Model CRM Strategy
José Duarte Santos, José Pita Castelo, Fernando Almeida. © 2021. 14 pages.
Companies of various sizes and structures have progressively adopted specialized CRM software that aims to capture customer data and prospects, streamline business processes and...
Social Networks and Cultural Differences: Adidas's Case on Twitter and Sina Weibo
José Duarte Santos, Steffen Mayer. © 2021. 17 pages.
The purpose of this chapter is the comparison of social media strategy on Twitter and Sina Weibo by the German company Adidas. A successful social media campaign is pushing brand...
Colour Theory in Healthcare Corporate Identity
Inês Veiga Pereira, José Duarte Santos, Inês Nunes de Carvalho. © 2021. 20 pages.
This study aims to analyse the colours associated with Portuguese healthcare units and medical centres—namely the colour of their logo, through environmental colour mapping—and...
Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries
José Duarte Santos, Óscar Lima Silva. © 2020. 267 pages.
The growth of internet access and the entry of smartphones into everyday life has provided a revolutionary way for consumers to interact with businesses throughout the tourist...
Exploring the Organizational and Technological Implications on Strategic Business Model Change: A Case Study of One Electronic Marketplace
João Roque, José Duarte Santos, Jorge Simões, Fernando Almeida. © 2020. 24 pages.
The purpose of this chapter is to identify and analyze the main organizational and technological factors that play a relevant role in a transformational strategic change inherent...
Marketing and Technologies Platforms in Smart F-Store
José Duarte Santos, Fernando Luís Almeida. © 2019. 21 pages.
Social networks, originally built as channels for personal interaction, are being used in the commercial market as a support for product sales. The use of applications integrated...
The Six Dimensions of Adoption of a CRM Strategy
José Duarte Santos, José Pita Castelo. © 2018. 27 pages.
This chapter covers aspects to be taken into account in the adoption of customer relationship management (CRM) in terms of a strategic perspective. It is based on an analysis of...