Inês Veiga Pereira

Health organizations are characterized as businesses, although their definition is different from other industries since the provision of healthcare often involves situations of fragility and, ther...

The Florist – Luxury Bouquets is a Portuguese luxury e-commerce brand. Specializing in preserved flower bouquets with an innovative preservation system. The company targets middle to high-income professionals seeking convenience and premium quality. With a well-structured management team, the brand focuses on efficient operations, financial management, and customer satisfaction. Using digital marketing and strong social media presence, The Florist has achieved significant growth. Despite rapid growth, challenges such as income volatility and competition persist. Strategic recommendations include product diversification, enhanced marketing efforts, and improved demand forecasting to stabilize revenue. The brand's website and social media strategy were also analyzed and compared with the main competition. The use of important keywords on website content and search engine marketing investment may lead to better website performance. Future social media strategies should leverage video content, albums, and consistent content planning to maintain and grow their audience.

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 thinking is supposed to be an inconsequential effort, or at the very least it can be expected to be an unbalanced effort, where the benefits obtained are potentially out of proportion to the commitment required and the knowledge obtained. It is also pertinent to complete the history of marketing with the evolution of the definition of marketing, assessing what has changed over the years to the current version. A table will be presented with a list of the most prominent definitions identified in the bibliography, starting with Converse's 1921 definition and ending with the 2017 AMA definition.

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 Paul Werbos in 1986, which remained ignored until it was discovered simultaneously by three groups of independent researchers: LeCun (1986); Parker (1985); and Rumelhart, Hinton, and Williams (1986). The basic concepts and definitions are also described, followed by the different typologies and the most relevant learning algorithms, most notably the backpropagation algorithm. The most recent advances in artificial neural networks are also described, highlighting convolutional neural networks and deep learning.

This chapter focuses on digital marketing strategies for nonprofit organizations (NPOs). By discussing the main literature, the chapter points out the use of websites and social media by NPOs so that they achieve their goals. NPOs should present a clear and coherent communication and image, which transmit trust and transparency. Organizations may use websites to show different publics their activities and communicate with them, so NPOS must consider the criteria to access website quality and set SEO strategies when developing them. Researching keywords, analyzing keyword ranking, backlinks, and conversion rates are relevant so that organizations can improve their results. Further, NPOs may show their environmental, social, and economically responsible activities on their platform, so that credibility and brand image are improved. Keeping constant communication on social networks, communicating directly with partners, and focusing on all the projects may show donors' diversity. Using storytelling and up-to-date personal content on social networks may increase empathy and bond with partners. A long-term relationship is increased with regular, personalized, and engaging communication, in which beliefs and values are shared.