Mobile Marketing & Service:a reference framework

摘要：

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.

关键词： Mobile Marketing Mobile Service Management Reference framework Marketing Multple Case Studies

作者: Antonio Ghezzi Raffaello Balocco Andrea Rangone

作者单位: Department of Management,Economics and Industrial Engineering Politecnico di Milano Milan,Italy

会议类型: 国际会议

会议名称: 第八届国际移动商务会议(Eighth International Conference on Mobile Business)

会议地点: 大连

会议语种:英文

页码: 182-187

在线出版日期: 2009-06-27（万方平台首次上网日期，不代表论文的发表时间）