La Universidad del 2020 deberá enfrentarse a un nuevo entorno socioeconómico al que tendrá que ofrecer respuestas innovadoras. Para ello, las TIC serán una pieza fundamental en el futuro de una institución que se ha mantenido con muy pocas variaciones desde sus inicios, en el siglo XIII. Pero en la actualidad se enfrenta a un nuevo entorno en el que la generación clásica del conocimiento se replantea por el surgimiento de modelos colaborativos, donde los ciudadanos aportan en la misma medida que lo hacen las grandes empresas y las instituciones, donde el perfil de los jóvenes, nativos digitales, es radicalmente distinto a lo que conocíamos hasta ahora.

This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2022), held at Universidade de Santiago de Compostela, Spain, during December 1–3, 2022. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.

Based on twenty case studies of universities worldwide, and on a survey administered to leaders in 101 universities, this open access book shows that, amidst the significant challenges caused by the COVID-19 pandemic, universities found ways to engage with schools to support them in sustaining educational opportunity. In doing so, they generated considerable innovation, which reinforced the integration of the research and outreach functions of the university. The evidence suggests that universities are indeed open systems, in interaction with their environment, able to discover changes that can influence them and to change in response to those changes. They are also able, in the success of their efforts to mitigate the educational impact of the pandemic, to create better futures, as the result of the innovations they can generate. This challenges the view of universities as "ivory towers" being isolated from the surrounding environment and detached from local problems. As they reached out to schools, universities not only generated clear and valuable innovations to sustain educational opportunity and to improve it, this process also contributed to transform internal university processes in ways that enhanced their own ability to deliver on the third mission of outreach

This book provides a set of principles for fostering innovation in people (workers and consumers), in firms and in government, taking an in-depth look at the scope of innovation and how it is changing, as well as where and how it is occurring.

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