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| Content Provider | IEEE Xplore Digital Library |
|---|---|
| Author | Pousttchi, K. Wiedemann, D.G. |
| Copyright Year | 2006 |
| Description | Author affiliation: Mobile Commerce Working Group, Univ. of Augsburg, Augsburg (Pousttchi, K.; Wiedemann, D.G.) |
| Abstract | Marketing experts consider the mobile device as an extremely promising marketing tool as it supports them to cope with their major challenge: getting time and attention from customers. Current mobile marketing research mostly covers success factors and acceptance analysis. Categorization, when addressed, lacks in appropriate foundation and is not linked to objectives at all. In this article we examine 55 case studies in order to identify relevant characteristics of mobile marketing campaigns. The outcome of the paper is the derivation of four mobile marketing standard types and an examination of campaign objectives that can be addressed by mobile marketing. The proposed scheme allows to unambiguously characterize any given mobile marketing campaign and to identify the respective objectives. |
| Starting Page | 1 |
| Ending Page | 1 |
| File Size | 219057 |
| Page Count | 1 |
| File Format | |
| e-ISBN | 9780769525952 |
| DOI | 10.1109/ICMB.2006.3 |
| Language | English |
| Publisher | Institute of Electrical and Electronics Engineers, Inc. (IEEE) |
| Publisher Date | 2006-06-26 |
| Publisher Place | Denmark |
| Access Restriction | Subscribed |
| Rights Holder | Institute of Electrical and Electronics Engineers, Inc. (IEEE) |
| Subject Keyword | Business Mobile communication Marketing management Advertising Context 3G mobile communication Informatics Systems engineering and theory TV Internet |
| Content Type | Text |
| Resource Type | Article |
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