Mobile marketing: an analysis of key success factors and the European value chain

International Journal of Management and Decision Making

Volumn 6, Issue 1, 2005, Pages 65-80

  Facchetti, Antonello ^a   Rangone, Andrea ^a   Maria Renga, Filippo ^a   Savoldelli, Alberto ^a  

^a POLITECNICO DI MILANO   (Italy)

Author keywords

direct marketing; key success factors; mobile marketing; mobile strategy; new marketing channel; value chain

Indexed keywords

EID: 33847665511     PISSN: 14624621     EISSN: 17415187     Source Type: Journal    
DOI: 10.1504/IJMDM.2005.005966     Document Type: Article

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