Abstract
The truth is that competitivity has gained a strong growth in business, and it is important that companies pay attention to the practice of their relational marketing strategies. Technology, innovation, and digital have been transforming the way society operates in the market. Organizations must look for current opportunities in order to add value of their business and negotiation process and of course in the way they act and interact with the target. This way, the current research demonstrates the importance of CRM in relational marketing practices, particularly in non-profit organizations. Regarding the methodology, a case study was developed using a qualitative methodology through semi-structured interviews in a convenience sample, with the aim of retaining the opinion fundraising and marketing responsible department between the different organizations under study. The main result of this exploratory study appears to prove the importance of using CRM for the good practice of relational marketing strategies in order to attract, retain, and build trust with their stakeholders.

Abstract
Search Engine Optimization, or SEO for short, helps to improve the inbound user traffic of a website. Optimizing a website for search engines is now crucial to its success and ultimately to the company's ability to increase the business. Many companies websites on the Internet fail to use any SEO technique or strategy to improve their positioning in search engine results. Therefore, if other digital marketing strategies are not used to promote the website, its traffic will be very restricted. In this study several different SEO techniques were used to improve a website's overall indexing on the Google search engine. Through the implemented strategy it was possible to improve the positioning in search results of the company's website used in the case study, allowing several searches with different keywords to show the website on the first page of results. With the results obtained, it was possible to conclude that it is very important to find the perfect balance between SEO keyword competition and monthly search volume. To help select the best keywords for this particular website, the use of SEO tools are of the utmost importance.

Abstract
With the increasing use of air transport (cargo and passengers), the evolution of safety standards to an increasingly demanding level, markets have seen the development of business structures and strategies in the sector. Since 2009, revenues in the sector have been increasing, but it is necessary to optimize the operations that compose it. One of the critical areas is the management of maintenance schedules and consequently the stock management. In addition, the increase in e-commerce has led to cargoes having increasingly diverse specificity, value, and levels of urgency of delivery. The requirement for reliable and timely service is considered to be the main requirement and is matched by the price requirement. The high cost of stopping a plane outweighs the cost of transporting the required part, overriding the requirements of time and reliability, particularly in Aircraft on Ground (AOG) shipments. It has found that one of the problems is the small size of a large percentage of the components being transported. This feature encourages losses during transport and is blamed on various intermediaries in the supply chain. The need to track and trace product in real time is therefore crucial, particularly with the current demands of e-commerce customers. In this sense, the opportunity arose to the development of a package for the transport of small items allowing their traceability and monitoring. Through a questionnaire addressed to elements that intervene directly in the management of AOG shipments, 100% of respondents affirm that the use of an easy-to-identify box would avoid delays or losses and 91.7% of respondents affirm that a GPS device would improve the level of service.

Abstract
This research aims to analyze Corporate Social Responsibility (CSR) in the Sports Industry, specifically in the universe of sports clubs in Portugal. The main goal was to understand what the fans' perceptions on CSR practices of Portuguese sports clubs are, and how these perceptions influence their brand attitude and e-WOM intention. A questionnaire survey was conducted, obtaining a total of 159 responses. The research results show that the fans' perception of CSR initiatives positively influences their identification with the club, pride, word-ofmouth (WOM), electronic word-of-mouth (e-WOM) and the intention to remain members. The intention to become paid members of a sports club is not influenced by the fan's perception of CSR. However, their familiarity with the clubs' CSR initiatives positively influences their identification with the club, WOM and eWOM. In addition, relevant managerial implications are provided for sports club's managers as to how to improve CSR communication and create long-term benefits for the clubs.

Abstract
The need for meeting energy needs but at the same time reduce greenhouse gas emissions (GHG) produced by primary energy sources has raised a wide range of concerns for different for industrial activities. Nonetheless, the development of the green marketing strategies over the year has drawn attention to a new phenomenon, namely the Greenwashing. This research attempts to contribute to analyze the use of greenwashing practices in companies' operating in the regulated energy market. Results from the content analysis showed that practices of greenwashing are not generalizable to the sample observed. However, for some companies these practices were evidenced.

Abstract
With the evolution of technology and all the associated paradigms, the business reality had the need to adapt and incorporate all this evolution. Gamification strategies in social networks are used to optimize the use and involvement of users. Thus, in a business context, these strategies are used to increase user engagement in the company/brand's social networks with the aim of increasing and strengthening trust. This chapter's main objectives are to understand if internet users and social media users know the term gamification and if the associated strategies are perceptible in the social media context. Therefore, to better analyze the users' behavior regarding these strategies and their knowledge about gamification, an online survey was developed and applied. After the survey, it was possible to conclude that 16.3% of the respondents already knew the term gamification. Through the survey it was also possible to conclude that most respondents had already been in contact with gamification strategies, even if 90.6% did not adhere to them frequently.