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Kategorisierung von mobilen Werbekampagnen
[Categorization of Mobile Advertising Campaigns]

Author

Listed:
  • Pousttchi, Key
  • Wiedemann, Dietmar Georg

Abstract

The result of this contribution is a categorization and thus a description model for mobile advertising campaigns using the morphological method. For identification of the characteristics 32 case studies were analysed and relevant literature was sighted.

Suggested Citation

  • Pousttchi, Key & Wiedemann, Dietmar Georg, 2006. "Kategorisierung von mobilen Werbekampagnen [Categorization of Mobile Advertising Campaigns]," MPRA Paper 3608, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:3608
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    File URL: https://mpra.ub.uni-muenchen.de/3608/1/MPRA_paper_3608.pdf
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    References listed on IDEAS

    as
    1. Pousttchi, Key, 2003. "Abrechnung mobiler Mehrwertdienste [Payment of mobile value-added services]," MPRA Paper 3784, University Library of Munich, Germany.
    2. P.-L. Dubois & A. Jolibert, 2005. "Le marketing," Post-Print halshs-00095259, HAL.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Pousttchi, Key & Wiedemann, Dietmar Georg, 2006. "A Contribution to Theory Building for Mobile Marketing: Categorizing Mobile Marketing Campaigns through Case Study Research," MPRA Paper 2925, University Library of Munich, Germany.

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    More about this item

    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

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