IDEAS home Printed from https://ideas.repec.org/p/pra/mprapa/3608.html
   My bibliography  Save this paper

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
    as

    Download full text from publisher

    File URL: https://mpra.ub.uni-muenchen.de/3608/1/MPRA_paper_3608.pdf
    File Function: original version
    Download Restriction: no
    ---><---

    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)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Gruber, Marc, 2007. "Uncovering the value of planning in new venture creation: A process and contingency perspective," Journal of Business Venturing, Elsevier, vol. 22(6), pages 782-807, November.
    2. Paluku Kazimoto, 2014. "Assessment of Challenges facing Small and Medium Enterprises towards International Marketing Standards: a Case Study of Arusha Region Tanzania," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 4(2), pages 303-311, April.
    3. VINEREAN Alexandra, 2013. "Consumer Behavior In Tourism And The Influencing Factors Of The Decision Making Process," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 65(2), pages 186-198.
    4. Luis Fernando Hor-Meyll & Marcel Correia de Lima & Jorge Brantes Ferreira, 2014. "Why Should I Accept Ads on my Mobile Phone? Factors Affecting the Acceptance by Brazilian Teenagers," Brazilian Business Review, Fucape Business School, vol. 11(4), pages 130-150, August.
    5. Ana Oliveira-Brochado & Francisco Vitorino Martins, 2008. "Aspectos Metodológicos da Segmentação de Mercado: Base de Segmentação e Métodos de Classificação," FEP Working Papers 261, Universidade do Porto, Faculdade de Economia do Porto.
    6. Deffner, Alex & Metaxas, Theodore, 2006. "Developing Pilot Place Marketing Plans (PPMPs) in North and South Europe: a Methodological Approach," MPRA Paper 43300, University Library of Munich, Germany.
    7. Alexandre Coutant, 2009. "L'activité ordinaire de consommation : questionner ce que font les individus des marques qui leur sont proposées," Post-Print hal-00458324, HAL.
    8. Avitia, Jessica & Costa-Font, Montserrat & Gil, Jose Maria & Lusk, Jayson L. & Echeverria, Gemma, 2012. "The Role of sensory experience on Spanish consumer’s willingness to pay for sustainable produced food," 2012 Conference, August 18-24, 2012, Foz do Iguacu, Brazil 126545, International Association of Agricultural Economists.
    9. Yang, Zhiyong & Laroche, Michel, 2011. "Parental responsiveness and adolescent susceptibility to peer influence: A cross-cultural investigation," Journal of Business Research, Elsevier, vol. 64(9), pages 979-987, September.
    10. Alex Deffner & Theodoros Metaxas, 2006. "Is City Marketing Opposed to Urban Planning? The Elaboration of a Pilot City Marketing Plan for the Case of Nea Ionia, Magnesia, Greece," ERSA conference papers ersa06p889, European Regional Science Association.
    11. Vrontis, Demetris & Thrassou, Alkis & Melanthiou, Yioula, 2007. "A contemporary higher education student-choice model for developed countries," Journal of Business Research, Elsevier, vol. 60(9), pages 979-989, September.
    12. Nurcan Turan & Nuri Calik, 2014. "Consumers´ Information Search Behavior on Wholesome Nutrition and their Attitudes towards Health Products; A Field Study from Eskisehir, Turkey," Proceedings of International Academic Conferences 0802271, International Institute of Social and Economic Sciences.
    13. Muhammad Rizwan & Mahmood ul Hassan & Nabila jamil & Rida zahra & Rawal rasheed & Raheeel nawaz, 2013. "The Adoption of Mobile Advertisement a Study from Pakistan," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 3(2), pages 101-113, February.
    14. Cornelia Pop & Smaranda Cosma, 2005. "Cluj Hotels’ Distinctive Features," JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, Babes-Bolyai University, Faculty of Business.
    15. Wymer, Walter, 2010. "Rethinking the boundaries of social marketing: Activism or advertising?," Journal of Business Research, Elsevier, vol. 63(2), pages 99-103, February.
    16. Arcelus, F.J. & Kumar, Satyendra & Srinivasan, G., 2012. "The effectiveness of manufacturer vs. retailer rebates within a newsvendor framework," European Journal of Operational Research, Elsevier, vol. 219(2), pages 252-263.
    17. Charles Pettijohn & Linda Pettijohn & A. Taylor, 2008. "Salesperson Perceptions of Ethical Behaviors: Their Influence on Job Satisfaction and Turnover Intentions," Journal of Business Ethics, Springer, vol. 78(4), pages 547-557, April.
    18. Guoyin Jiang & Feicheng Ma & Youtian Wang, 2012. "A review on the evolution of user acceptance behaviour in collaborative e-commerce," International Journal of Electronic Finance, Inderscience Enterprises Ltd, vol. 6(1), pages 62-78.
    19. Doyle Jr., Joseph J. & Samphantharak, Krislert, 2008. "$2.00 Gas! Studying the effects of a gas tax moratorium," Journal of Public Economics, Elsevier, vol. 92(3-4), pages 869-884, April.
    20. M. Hyman, 2009. "Responsible Ads: A Workable Ideal," Journal of Business Ethics, Springer, vol. 87(2), pages 199-210, June.

    More about this item

    JEL classification:

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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pra:mprapa:3608. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Joachim Winter (email available below). General contact details of provider: https://edirc.repec.org/data/vfmunde.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.