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Mobile marketing: an analysis of key success factors and the European value chain

Author

Listed:
  • Antonello Facchetti
  • Andrea Rangone
  • Filippo Maria Renga
  • Alberto Savoldelli

Abstract

Among the different wireless services, the mobile marketing segment is not well explored yet, especially in its relationship with the other traditional marketing channels and players. New business models that go over the traditional marketing supply chain need to be explored and defined, together with a wide technology analysis for monitoring the emerging handsets and mobile technologies in general. This paper is an attempt at analysing the landscape of the European mobile marketing activities, identifying the extended structure of the value chain and defining the critical success factors in order to lead the value chain.

Suggested Citation

  • Antonello Facchetti & Andrea Rangone & Filippo Maria Renga & Alberto Savoldelli, 2005. "Mobile marketing: an analysis of key success factors and the European value chain," International Journal of Management and Decision Making, Inderscience Enterprises Ltd, vol. 6(1), pages 65-80.
    • Handle: RePEc:ids:ijmdma:v:6:y:2005:i:1:p:65-80
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    Cited by:

    1. Muhammad Rizwan & Mahmood ul Hassan & Nabila jamil & Rida zahra & Rawal rasheed & Raheeel nawaz, 2013. "The Adoption of Mobile Advertisement a Study from Pakistan," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 3(2), pages 101-113, February.

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