This study aims at identifying the tools used in e-commerce, able to optimize marketing campaigns. Managerial and marketing processes have been identified in the relevant body of knowledge that can be optimized using artificial intelligence; thus, a questionnaire has been designed within a...

This study aims at identifying the tools used in e-commerce, able to optimize marketing campaigns. Managerial and marketing processes have been identified in the relevant body of knowledge that can be optimized using artificial intelligence; thus, a questionnaire has been designed within a...

In most companies, there is ongoing conflict between managers in charge of covering costs (finance and accounting) and managers in charge of satisfying customers (marketing and sales). Accounting journals warn against prices that fail to cover full costs, while marketing journals argue that...