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, 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.