Mobile Marketing: stato dell'arte e applicazioni pratiche

Sofia Scatena and Paolo Mardegan

Micro & Macro Marketing, 2012, issue 2, 219-236

Abstract: «Mobile marketing» implies a new model of marketing that uses newmultimedia and connection tecnologies to observe and analyse choicesand behaviors of end users while engaging them in social and interactiveexperiences which result in added value product and services.Based upon these considerations, the article offers an overview ofthe main changes introduced by mobile marketing, spotting the foundingdimensions and the main consequences in strategic management.The article offers also the case history of a successful mobile campaign.

Keywords: mobile marketing; web 2.0; smartphone; strategy; user experience. (search for similar items in EconPapers)
Date: 2012
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