Mobile Marketing & Service: A Reference Framework

The purpose of this research is to provide an original reference framework capable of supporting the classification of Mobile marketing & service management initiatives, thus filling the current literature gap and constituting an initial common ground for future studies in the field. The model,...

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Bibliographic Details
Main Authors: Ghezzi, A., Balocco, R., Rangone, A.
Format: Conference Proceeding
Language:English
Subjects:
Advertising
Business
Conference management
Digital video broadcasting
Engineering management
Marketing
Marketing management
Mobile communication
Mobile handsets
Mobile Marketing
Mobile Service Management
Multple Case Studies
Personal digital assistants
Reference framework
Supply chains
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Summary:The purpose of this research is to provide an original reference framework capable of supporting the classification of Mobile marketing & service management initiatives, thus filling the current literature gap and constituting an initial common ground for future studies in the field. The model, resulting from the integration of a wide literature analysis and 229 in-depth exploratory case studies on mobile marketing & service user companies and supply chain players, identifies a set of significant classification variables: access devices; coverage area and the related technologies; types of mobile marketing and mobile service management services - further divided in mobile advertising, mobile promotion, pre-sale support, Sales and Post-sale communications -. Moreover, the research sheds light on the different application areas emerged from the crossing of the identified significant classification variables, thus presenting a first application of the model created.
ISSN:1935-4908
2576-9413
DOI:10.1109/ICMB.2009.39