Abstract
The growth of the internet is giving rise to the overall importance of digital marketing for business management. In fact, digital marketing is widely accepted as an essential component of business management, and its share of the marketing budget is getting bigger. Still, digital marketing professionals deal with some resistance, especially from small and medium companies from more traditional sectors and from businesses struggling with limited budgets for marketing and communication. Entrepreneurs and startup managers are expected to have a clear acknowledgement of digital marketing tools' benefits, which is confirmed in this study. However, budget constraints limit their willingness to spend money on digital marketing and to hire specialized personnel. This chapter provides valuable cues for digital marketing practitioners and companies that intend to approach startups.

Abstract
The internet of things (IoT) is attracting increased attention from researchers, practitioners, consumers, and the media, and it is expected to change dramatically the production and consumption of goods and services, as well as the interaction between organizations and their customers. This chapter explores the challenges of IoT for marketing management. The authors present the main concepts associated to the theme based on the extant literature, considering information management, technological and ethical aspects of its adoption by corporations and consumers, and they discuss the expected impacts on different marketing application domains such as product placement, purchasing behavior, storytelling and communication, customer experience and consumer' brand perception, real-time persona development, and product and content development, among others.

Abstract
The Internet of Things (IoT) represents a new technological revolution expected to impact all aspects of our daily lives in the future. Generation Z is foreseen as playing a fundamental role in the adoption of this type of technology, namely because of their growing importance as a consumer segment, their global role in the society, and in particular their close relationship with technology. However, extant literature on the adoption of IoT disregarded this segment. This paper aims to fulfill this gap, by exploring their knowledge, perceptions, and intentions of adopting IoT. After considering the main contributions in the consumer behavior literature regarding IoT, a qualitative approach was adopted, and 7 semi-structured interviews were conducted with Portuguese consumers aged 18-22. Content analysis was performed following the recommendations by Bardin (1977). The results showed that although Generation Z is not familiar with the concept of the IoT, they expressed a strong desire to integrate IoT technology in their lives, being open to its adoption in all fields of application, including for personal use, at home, and for work. One of the conclusions is that in order to foster the IoT adoption by this Generation, the functional benefits (performance, price, comfort, and safety) should be emphasized, so that the main risks perceived are weakened, namely the financial, performance, and physical risks.

Abstract
A lot has been said about the digital natives and their natural way of integrating the internet in their daily activities. Millennials have been considered a unique segment of consumers by researchers and practitioners alike, due to their ability and propensity to adopt and adapt new media to their daily routine. Although it is expectable that they are particularly keen on embracing IoT, extant literature is scarce on their views on the adoption of IoT to their home, work, and leisure activities. In this chapter, the authors analyze the potential of the millennial segment to IoT products and services. Results of a qualitative study with Portuguese consumers are included and provide interesting cues to marketers working with IoT offers.

Abstract
Internationalization-at-home activities present relevant opportunities for innovation in the teaching-learning process. These activities provide a very broad set of advantages, including the development of soft skills and increased motivation of students. This article aims to contribute to the debate on internationalization of higher education institutions by exploring students’ perceptions and experiences after participating in an international collaboration project involving 153 students in 5 universities in Germany, Mexico, Portugal, Scotland and the United States of America during the Fall/Winter semester 2017. The focus of this study is students’ satisfaction and perceptions. Results demonstrate that although students found the idea of collaborating with peers from other universities very appealing, high levels of satisfaction depended on commitment, both their own and that of their peers. The feelings during the project were predominantly positive, although students recognized that they should have communicated more with their partners and put more effort in the collaboration. This article provides useful evidence for instructors that are considering an international collaboration activity for their students. It demonstrates the deliverables of such initiatives as well as the clear advantage gained by receiving students’ feedback. Hopefully it will inspire other instructors and contribute to the diffusion of international collaboration as a teaching-learning practice.

Abstract
Literature has highlighted the challenges of selling experience (vs. search) products online. In addition, the role of celebrity endorsers in purchase intention and attitudes towards brands has been emphasized by scholars. This article argues that celebrities provide cues on products' sensorial characteristics that have been so far disregarded by extant literature. By choosing perfume as a complex experience product, twenty-seven participants from three countries were interviewed in order to find how endorsers could assist e-shoppers to identify fragrant characteristics in the absence of the real scent. The results of the qualitative content analysis reveal that endorsers' personality traits and lifestyle could act as predictor of the type of scent. Scent categorization based on such traits are presented. This article provides valuable contributions to both researchers and practitioners interested in online sales of experience goods. Limitations and avenues for future search are also provided.