Performance Measurement of Mobile Marketing in Multi-Channel Environments
ISBN
0-7695-2367-6
Type
conference paper
Date Issued
2005-07-11
Author(s)
Editor(s)
Brookes, Wayne
Lawrence, Elaine
Steele, Robert
Chang, Elizabeth
Research Team
CM, IWI4
Abstract
The burst of the e-bubble largely affected the expectations towards and the willingness to invest in mobile initiatives. Recently, the interest for mobile business and mobile commerce both in academia and in the practice field have risen again. This time, business managers request detailed and reliable reporting about the benefits of such initiatives for the justification of the investment though. A prominent example for such mobile initiatives is mobile marketing, where the pervasiveness and personalization features of mobile technologies such as cellular are taken advantage of. Typically these mobile marketing initiatives are embedded in a multi-channel management. Current management accounting instruments do not provide sufficient information about the performance of the different channels. Particularly new and innovative channels such as mobile marketing are required to prove their efficiency and thus need such instruments. This paper proposes a model for performance measurement in multi-channel environments, particularly taking into account the mobile channels. The model is evaluated in a real-world case study.
Language
English
Keywords
Performance
M-Business
Multi Channel Management
Marketing
Mobile Applications
Fallstudie
HSG Classification
not classified
Refereed
No
Book title
Proceedings of the Fourth International Conference on Mobile Business (mBusiness)
Publisher
IEEE CS
Start page
301
End page
307
Pages
7
Event Title
4th International Conference on Mobile Business (ICMB)
Event Location
Sydney, Australia
Event Date
11.-13.07.2005
Subject(s)
Division(s)
Eprints ID
213394
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