Mobile marketing: an analysis of key success factors and the European value chain.
Alberto Savoldelli Publication in International Journal of Management and Decision Making.
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.
Read more on Google Scholar!