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.