The effectiveness of targeted mobile advertising in selling mobile services: An empirical study

International Journal of Mobile Communications

Volumn 4, Issue 2, 2006, Pages 119-127

  Merisavo, Marko ^a   Vesanen, Jari ^a,c   Arponen, Antti ^a,c   Kajalo, Sami ^a,c   Raulas, Mika ^b  

^a HELSINKI SCHOOL OF ECONOMICS   (Finland)

^b HANKEN SCHOOL OF ECONOMICS   (Finland)

^c Marketing Department

Author keywords

Mobile advertising; Mobile services; Segmentation; SMS; Targeting

Indexed keywords

CUSTOMER SATISFACTION; DATA HANDLING; INFORMATION THEORY; MARKETING; MOBILE TELECOMMUNICATION SYSTEMS; QUALITY ASSURANCE;

MOBILE ADVERTISING; MOBILE SERVICES; SEGMENTATION; SMS; TARGETING;

CELLULAR NEURAL NETWORKS;

EID: 32644445298     PISSN: 1470949X     EISSN: None     Source Type: Journal    
DOI: 10.1504/IJMC.2006.008604     Document Type: Article

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