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Mobile Marketing

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Open Access 01-02-2023

On the privacy of mental health apps

An empirical investigation and its implications for app development

An increasing number of mental health services are now offered through mobile health (mHealth) systems, such as in mobile applications (apps). Although there is an unprecedented growth in the adoption of mental health services, partly due to the …

Authors:
Leonardo Horn Iwaya, M. Ali Babar, Awais Rashid, Chamila Wijayarathna

Open Access 01-12-2022 | Research

Two-stage credit scoring using Bayesian approach

Commercial banks are required to explain the credit evaluation results to their customers. Therefore, banks attempt to improve the performance of their credit scoring models while ensuring the interpretability of the results. However, there is a …

Authors:
Sunghyon Kyeong, Jinho Shin

Open Access 08-07-2022 | Original Empirical Research

Artificial empathy in marketing interactions: Bridging the human-AI gap in affective and social customer experience

Artificial intelligence (AI) continues to transform firm-customer interactions. However, current AI marketing agents are often perceived as cold and uncaring and can be poor substitutes for human-based interactions. Addressing this issue, this …

Authors:
Yuping Liu-Thompkins, Shintaro Okazaki, Hairong Li

Open Access 20-04-2022 | Original Empirical Research

The value relevance of digital marketing capabilities to firm performance

Digital transformation of the marketing organization forces firms to develop new digital marketing capabilities (DMCs) to remain competitive. However, despite considerable academic and managerial interest, the value relevance of DMCs beyond the …

Authors:
Christian Homburg, Dominik M. Wielgos

28-03-2022 | Original Empirical Research

Hey, Alexa! What attributes of Skills affect firm value?

Anthropomorphic voice assistants (e.g., Amazon Alexa) enable users to use natural-language voice commands to control “smart” objects and access the internet for information, shopping, and entertainment. Most manufacturers of voice assistants allow …

Authors:
Navid Bahmani, Amit Bhatnagar, Dinesh Gauri

10-03-2022

Unraveling mobile internet behavior through customer segmentation: a latent class analysis

This paper investigates heterogeneous mobile app usage patterns through customer segmentation and further examines how customer characteristics are correlated with these heterogeneous usage patterns. The research utilizes a unique individual-level …

Authors:
Xuebin Cui, Fei Jin

29-09-2021 | Conceptual/Theoretical Paper

The future of buyer–seller interactions: a conceptual framework and research agenda

The revolution in information availability and the advances in novel interaction technologies have ushered in two major shifts that call into question the traditional assumptions of buyer–seller interactions. First, buyer–seller information …

Authors:
Michael Ahearne, Yashar Atefi, Son K. Lam, Mohsen Pourmasoudi

15-09-2021

Between Handholding and Hand-held Devices: Marketing Through Smartphone Innovation and Women’s Entrepreneurship in Post Conflict Economies in Times of Crisis

There is a wide gender gap in developing countries due to a range of cultural, economic and political barriers. This is even more accentuated in post conflict economies in times of crisis. Smartphones and mobile applications can help to narrow …

Authors:
Nisreen Ameen, Nnamdi O. Madichie, Amitabh Anand

Open Access 21-06-2021 | Original Empirical Research

Behaviorally targeted location-based mobile marketing

Marketers increasingly use behavioral targeting in location-based mobile marketing (LBMM). However, highly personalized marketing messages like this may backfire by eliciting consumer reactance. We suggest that LBMM efficacy depends on its …

Authors:
Stefan F. Bernritter, Paul E. Ketelaar, Francesca Sotgiu

Open Access 26-05-2021 | Original Paper

Leveraging Artificial Intelligence in Marketing for Social Good—An Ethical Perspective

Artificial intelligence (AI) is (re)shaping strategy, activities, interactions, and relationships in business and specifically in marketing. The drawback of the substantial opportunities AI systems and applications (will) provide in marketing are …

Author:
Erik Hermann

17-05-2021 | Original Empirical Research

Digital business capability: its impact on firm and customer performance

Digital business transformation forces firms to develop foundational capabilities to remain competitive. However, despite considerable academic and managerial interest, the nature of a digital business capability (DBC) that creates value by …

Authors:
Dominik M. Wielgos, Christian Homburg, Christina Kuehnl

Open Access 05-05-2021 | Original Article

O2O selection mode portrait and optimization for railway service enterprises based on K-means

Establishing a platform successfully is just the basis for railway service companies to meet the demands of online to offline (O2O) supply chain services. In this paper, the K-means algorithm is first used to construct the user segmentation model …

Authors:
Changsuo Sun, Long Ye, Na Zhang

17-04-2021

A citation and co-citation bibliometric analysis of omnichannel marketing research

Nowadays, firms are facing an intense challenge when coordinating an effective management on the offline and online channels. Consequently, creating a field of research, namely understanding companies’ omnichannel marketing management. This …

Authors:
João M. Lopes, Ana Sousa, Eva Calçada, José Oliveira

Open Access 04-04-2021

Is Facebook an effective tool to access foreign markets? Evidence from international export performance of fashion firms

Social networks are a driving force of digital transformation and offer firms the opportunity to market products and services to both international consumers and providers, establish durable relationships with them, and improve their own …

Authors:
Alice Mazzucchelli, Roberto Chierici, Angelo Di Gregorio, Claudio Chiacchierini

08-03-2021

Synergy between Customer Segmentation and Personalization

Personalized pricing is on the rise in the retail industry, and it’s been used in many service platforms. Personalized pricing assumes that the platform has an idea of who the customer is, and allows the platform to incentivize the customers based …

Author:
Jingtong Zhao

Open Access 02-02-2021

Social Media Adoption, Usage And Impact In Business-To-Business (B2B) Context: A State-Of-The-Art Literature Review

Social media plays an important part in the digital transformation of businesses. This research provides a comprehensive analysis of the use of social media by business-to-business (B2B) companies. The current study focuses on the number of …

Authors:
Yogesh K. Dwivedi, Elvira Ismagilova, Nripendra P. Rana, Ramakrishnan Raman

20-01-2021

26 years left behind: a historical and predictive analysis of electronic business research

This article reviews 26 years (1994–2020) of research on electronic business published in reputable journals of the field. The basic aim behind this study is to define the growth potential of electronic business and marketing as a theoretical …

Authors:
Tuğçe Ozansoy Çadırcı, Ayşegül Sağkaya Güngör

18-01-2021

HybriDroid: an empirical analysis on effective malware detection model developed using ensemble methods

Malware detection from the smartphone has become a challenging issue for academicians and researchers. In this research paper, we applied five distinct machine learning algorithms and three different ensemble methods to develop a model for …

Authors:
Arvind Mahindru, A. L. Sangal

23-11-2020

5G Networks in the Value Chain

As Information and Communication Technologies are evolving rapidly and at an exponential pace‚ businesses are forced to cope with the latest trends in innovation and to respond to emerging needs and opportunities. The constant digitization and …

Authors:
Abderahman Rejeb, John G. Keogh

Open Access 04-11-2020 | Conceptual/Theoretical Paper

A strategic framework for artificial intelligence in marketing

The authors develop a three-stage framework for strategic marketing planning, incorporating multiple artificial intelligence (AI) benefits: mechanical AI for automating repetitive marketing functions and activities, thinking AI for processing data …

Authors:
Ming-Hui Huang, Roland T. Rust

30-09-2020 | Methodologies and Application

-cut set based ranking approach to solving bi-matrix games in neutrosophic environment

Uncertainty provides an importance in decision making problems like game theory. Several types of uncertainties occur in the literature as fuzzy, soft, rough, interval, etc., and game theory is treated by these types of uncertainties and vagueness …

Authors:
Ankan Bhaumik, Sankar Kumar Roy, Deng-Feng Li

17-09-2020

Case studies on using natural language processing techniques in customer relationship management software

How can we use a text corpus stored in a customer relationship management (CRM) database for data mining and segmentation? To answer this question, we inherited the state of the art methods commonly used in natural language processing (NLP) …

Author:
Şükrü Ozan

11-07-2020 | Methodologies and Application

Who and where: context-aware advertisement recommendation on Twitter

Advertising is becoming a business on social networks. Billions of people around the world use social media, and fastly, it has become one of the defining technologies of our time. Social platforms like Twitter are one of the primary means of …

Authors:
Carmen De Maio, Mariacristina Gallo, Fei Hao, Erhe Yang

06-06-2020

Mining consuming Behaviors with Temporal Evolution for Personalized Recommendation in Mobile Marketing Apps

Recently, more and more mobile apps are employed in the marketing field with technical advances. Mobile marketing apps have become a prevalent way for enterprise marketing. Therefore, it has been an important and urgent problem to provide …

Authors:
Honghao Gao, Li Kuang, Yuyu Yin, Bin Guo, Kai Dou

01-03-2020 | Betriebspraxis & Führung

Was ist Pflicht, was die Kür?

Der B2B-E-Commerce wächst - und das stärker als der Onlinehandel im B2C. Kann sich Ihr Unternehmen deswegen zurücklehnen und abwarten, bis die Umsätze sprudeln? Selbstverständlich nicht!

Author:
Matthias Eckert

Open Access 01-12-2019 | Research

Mobile marketing recommendation method based on user location feedback

Location-based mobile marketing recommendation has become one of the hot spots in e-commerce. The current mobile marketing recommendation system only treats location information as a recommended attribute, which weakens the role of users and …

Authors:
Chunyong Yin, Shilei Ding, Jin Wang

Open Access 01-12-2019 | Research

The comparative analysis of marketing activities among rural women entrepreneurs in Fars province, Iran

Entrepreneurship has become the crucial subject of discussion among social and economic development specialists as the key to solving problems and reducing obstacles to human development. On the other hand, marketing is also considered as a main …

Authors:
Kurosh Rezaei-Moghaddam, Ommolbani Karami, Mahsa Fatemi

06-05-2019 | Original Empirical Research

Smart phones, bad calls? The influence of consumer mobile phone use, distraction, and phone dependence on adherence to shopping plans

As mobile phones continue to rapidly expand around the world, marketers are seeking to better understand the impact these devices have on consumer outcomes. One common but understudied area is how mobile phones may influence in-store behaviors.

Authors:
Michael R. Sciandra, J. Jeffrey Inman, Andrew T. Stephen

27-04-2019 | Original Empirical Research

New product introductions for low-income consumers in emerging markets

Facing growth pressures, firms attempt to target the large low-income consumer segment present in emerging markets. This multi-method study develops research insights regarding consumer-, retailer-, firm-, category- and country-level factors that …

Authors:
S. Arunachalam, S. Cem Bahadir, Sundar G. Bharadwaj, Rodrigo Guesalaga

15-04-2019 | Article

An Essay on the Taxonomy and Trajectory of Social Media Marketing: From Customer Information to Customer Experience

In this paper, we propose a reference framework for the transition of competing approaches in social media marketing, which has drawn attention in recent years. In other words, the aim of this paper is to propose “standard” tactics about changes …

Author:
Hioroshi Koga

02-10-2018

A New Point-of-Interest Classification Model with an Extreme Learning Machine

With the increasing popularity of location-based social networks (LBSNs), an increasing number of people are sharing their locations with friends through check-in activities. Point-of-interest (POI) recommendation, in which new places are …

Authors:
Zhen Zhang, Xiangguo Zhao, Guoren Wang, Xin Bi

12-07-2018 | Original Empirical Research

Scanning for discounts: examining the redemption of competing mobile coupons

Coupons research has typically focused on single-coupon redemption, with scant attention devoted to multiple, competing coupons. To bridge this gap, we observe supermarket shoppers who used their smartphones to scan products in-store, receiving …

Authors:
Paul Mills, César Zamudio

17-04-2018 | Focus

An interval type 2 hesitant fuzzy MCDM approach and a fuzzy c means clustering for retailer clustering

Owing to the advancements in information and telecommunication technologies, mobile location-based services are able to use previously collected mobile check-in data. This multi-dimensional data can provide new opportunities for research problems …

Authors:
Sultan Ceren Oner, Başar Oztaysi

28-03-2018

An intra–inter-cell device-to-device communication scheme to enhance 5G network throughput with delay modeling

As the number of mobile users is growing, so is the demand for more bandwidth. It becomes important that the required bandwidth and spectral resources do not scale with traffic in the next generation of wireless networks [i.e. fifth generation …

Authors:
Ahmed Murkaz, Riaz Hussain, Junaid Ahmed, Muhammad Adil, Babatunji Omoniwa, Adeel Iqbal

13-03-2018 | Research Article

Understanding Influence of Marketing Thought on Practice: an Analysis of Business Journals Using Textual and Latent Dirichlet Allocation (LDA) Analysis

Several calls have been made to understand the influence of marketing thought on practice (Rust et al. J Mark 68:76–89, 11). Practice includes practitioners who mostly use concepts and frameworks (general practice) and who mostly use quantitative …

Authors:
Abhishek Borah, Xin (Shane) Wang, Jun Hyun (Joseph) Ryoo

Open Access 01-12-2017 | Research

Community clouds within M-commerce: a privacy by design perspective

The paper establishes the link between community clouds and m-commerce. The research questions attempt to provide an understanding of the various shopping domains and their convergence through mobile devices. In addition, insight is provided into …

Authors:
Farid Shirazi, Amna Iqbal

01-12-2017 | Original Article

Customizing content for rural mobile phones: a study to understand the user needs of rural India

Mobile phones have initiated affordable, need-based and user-centric information services in rural India. Though rural India majorly comprises illiterate, semi-literate and literate population, they have access to mobile phones and are familiar …

Authors:
Parul Goyal Wasan, Neera Jain

03-10-2017 | Original Article

Comparing factors affecting attitudes toward LBA and SoLoMo advertising

This study compares the effectiveness of location-based advertising (LBA) and social-local-mobile (SoLoMo) advertising. The results show that SoLoMo advertising is more effective than LBA. Consumers perceive a higher level of brand interaction …

Author:
Ya-Ching Lee

03-08-2017 | Research Article

Everywhere and at All Times: Mobility, Consumer Decision-Making, and Choice

Advancements in mobile technologies mean that consumers can engage the digital world wherever they are and whenever they want. This intersection between the digital and the physical has important implications for consumer decision-making. We …

Authors:
Nicholas H. Lurie, Jonah Berger, Zoey Chen, Beibei Li, Hongju Liu, Charlotte H. Mason, David M. Muir, Grant Packard, Joseph Pancras, Ann E. Schlosser, Baohong Sun, Rajkumar Venkatesan

15-07-2017 | Conceptual/Theoretical Paper

Marketing research on product-harm crises: a review, managerial implications, and an agenda for future research

A product-harm crisis is a discrete event in which products are found to be defective and therefore dangerous to at least part of the product’s customer base. Product-harm crises are not only dangerous for consumers; they also represent a major …

Authors:
Kathleen Cleeren, Marnik G. Dekimpe, Harald J. van Heerde

12-05-2017

An Exploration to Location Based Service and Its Privacy Preserving Techniques: A Survey

Mobile gadgets today are swaggering computing potential and memory at par or at times even higher to that found in desktop personal computers. A wireless interconnection has turned out to be considerably more readily accessible these days. As …

Authors:
Ruchika Gupta, Udai Pratap Rao

07-04-2017 | CONCEPTUAL/THEORETICAL PAPER

Customer participation in services: domain, scope, and boundaries

Extant service research considers several aspects of customer participation (CP) but lacks a clear and inclusive typology that delineates CP’s domain, scope, or boundaries. To address this gap, the authors build on a review of extant literature …

Authors:
Beibei Dong, K. Sivakumar

01-02-2017 | Methodological Paper

Accessing the influence of strategic marketing research on generating impact: moderating roles of models, journals, and estimation approaches

Although the literature debates the sophistication and contributions of statistical/econometric models to strategic findings, there is a lack of understanding of how different model types contribute to the impact of strategic marketing research.

Authors:
V Kumar, Amalesh Sharma, Shaphali Gupta

01-12-2016 | Original Article

Discover millions of fake followers in Weibo

Weibo is the Chinese counterpart of Twitter, which has attracted hundreds of millions of users. Just like other Online Social Networks (hereafter OSNs), Weibo has a large number of fake accounts. They are created to sell their following links to …

Authors:
Yi Zhang, Jianguo Lu

09-11-2016

The contributing factors of continuance usage of social media: An empirical analysis

The problem of leveraging social media for establishing and sustaining consistent policies, procedures and methods of online communication can be challenging for busy professionals. To address this issue and to contribute to the literature we …

Authors:
Efosa Carroll Idemudia, Mahesh S. Raisinghani, Olusola Samuel-Ojo

22-09-2016 | Conceptual/Theoretical Paper

The role of data privacy in marketing

This paper captures the current state of privacy scholarship in marketing and related disciplines. We examine theoretical perspectives and empirical findings about data and information privacy grouped according to privacy’s role in society, the …

Authors:
Kelly D. Martin, Patrick E. Murphy

06-09-2016 | Conceptual/Theoretical Paper

S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM

Research addressing the micro-foundational theoretical entity of customer engagement (CE) has proliferated in recent years. In parallel, the macro-foundational theory of service-dominant (S-D) logic is thriving. While the fit of CE/S-D logic has …

Authors:
Linda D. Hollebeek, Rajendra K. Srivastava, Tom Chen

01-09-2016

Fast fuzzy trajectory clustering strategy based on data summarization and rough approximation

More technologies available for collecting large dataset of trajectory of moving objects make it more essential to perform clustering over these trajectory data. Trajectory clustering presents more complication than traditional approaches due to …

Authors:
Chunchun Hu, Nianxue Luo, Qiansheng Zhao

30-08-2016

Dynamic path privacy protection framework for continuous query service over road networks

Many applications of location based services (LBSs), it is useful or even necessary to ensure that LBSs services determine their location. For continuous queries where users report their locations periodically, attackers can infer more about …

Authors:
Imran Memon, Qasim Ali Arain

04-08-2016

Value-added service providers for mobile education: empirical challenges and analytics

More people have access to Multimedia Messaging Service (MMS, a.k.a. mobile picture messaging) than to the Internet, but mobile education markets have yet to adopt MMS as a content delivery mechanism. This paper investigates the role of carrier …

Author:
Cesar Bandera

09-07-2016

EHSD: An Exemplary Handover Scheme During D2D Communication Based on Decentralization of SDN

Heterogeneity is a future generation network concept for Device-to-Device (D2D) communication. D2D communication commonly refers to a type of technology that enables devices to communicate directly with each other. Existing scheme of 5G network …

Authors:
Hima Bindu Valiveti, P. Trinatha Rao

14-06-2016 | Original Empirical Research

Synergistic effects of social media and traditional marketing on brand sales: capturing the time-varying effects

As social media gains more importance, managers are challenged to quantify its return on sales. The academic understanding in the effectiveness of social media is limited, and in fact the synergistic effects between social media and traditional …

Authors:
V. Kumar, JeeWon Brianna Choi, Mallik Greene

01-06-2016 | State-of-the-Art

Location-based advertising on mobile devices

A literature review and analysis

Location-based advertising (LBA) allows the delivery of advertising messages to consumers in places that are known for their particular high and positive advertising effect. While LBA is recognized for static roadside billboards and the Web, LBA …

Authors:
Christine Bauer, Christine Strauss

01-06-2016 | State-of-the-Art

Location-based advertising on mobile devices

A literature review and analysis

Location-based advertising (LBA) allows the delivery of advertising messages to consumers in places that are known for their particular high and positive advertising effect. While LBA is recognized for static roadside billboards and the Web, LBA …

Authors:
Christine Bauer, Christine Strauss

01-05-2016 | Original Article

Determinants of users’ intention to adopt m-commerce: an empirical analysis

The fast-growing penetration of mobile devices and recent advances in mobile technologies have led to the development of increasingly sophisticated services such as m-shopping for goods or services and m-payment. However, although the number of …

Authors:
Zoran Kalinic, Veljko Marinkovic

08-04-2016

Der Mobile Analyst: Ein neues Berufsbild im Bereich von Business Analytics als Ausprägungsform von Big Data

In den letzten Jahren hat Mobile Analytics als eine Erscheinungsform von Big Data auf Grund der zunehmenden Nutzung von mobilen Endgeräten und mobilen Applikationen an Bedeutung gewonnen. Die Analyse mobiler Daten ist daher aus verschiedenen …

Authors:
Claudia Brauer, Andreas Wimmer

Open Access 01-12-2015 | Research

Platform business Eco-model evolution: case study on KakaoTalk in Korea

Platform business is often regarded as notable examples of successful businesses model in the mobile industry. The purpose of this study is to find the determinants of successful platform business, through the case study of KakaoTalk, a …

Authors:
Junghee Han, Okjoo Cho

01-12-2015 | Empirical article

Business–nonprofit partnerships: a new form of collaboration in a corporate responsibility and social innovation context

This research analyzes cross-sector partnerships as a new and powerful form of collaboration that encourages the development of social innovation practices. The study focuses on business–nonprofit partnerships and evaluates their influence on the …

Authors:
María José Sanzo, Luis I. Álvarez, Marta Rey, Nuria García

29-10-2015 | Research Article - Systems Engineering

An Entropy-Robust Optimization of Mobile Commerce System Based on Multi-agent System

Today, mobile commerce is very popular, but all kinds of risks or uncertainties may result in very serious impacts in its development because of its open environment. Therefore, the robust operation and optimization of the mobile commerce system are …

Authors:
Zhengying Cai, Yu Zhang, Mengyang Wu, Dawei Cai

01-10-2015

Examining the role of three sets of innovation attributes for determining adoption of the interbank mobile payment service

The interbank mobile payment service (IMPS) is a very recent technology in India that serves the very critical purpose of a mobile wallet. To account for the adoption and use of IMPS by the Indian consumers, this study seeks to compare three …

Authors:
Kawaljeet Kaur Kapoor, Yogesh K. Dwivedi, Michael D. Williams

01-10-2015 | Schwerpunkt

CRM gestern, heute und morgen

Dr. Christian Huldi

ist CEO und Inhaber der DataCrea AG. Seine Spezialgebiete sind alle Fragen rund um das strategische CRM sowie das Database- und Dialog-Marketing. Er ist als Berater und Coach tätig un

Authors:
Prof. Dr. Peter Winkelmann, Dr. Christian Huldi, Dr. Wolfgang Martin, Wolfgang Schwetz

01-06-2015 | Schwerpunkt

Location-based Services ― Rettungsanker für den stationären Einzelhandel?

Die skizzieren Veränderungen des Einkaufsverhaltens führen auch dazu, dass Kunden immer mehr online einkaufen. Das dadurch ausgelöste Siegeszug des Online-Handels hat bei insgesamt stagnierenden Einzelhandelsumsätzen bereits zu massiven

Author:
Prof. Dr. Gerrit Heinemann

01-06-2015 | Schwerpunkt

„Aktuell steht die digitale Erlebnisweltgestaltung im Vordergrund“

Author:
Elena Essig

01-06-2015 | Spektrum

Sales Promotion Management in Retailing: Tasks, Benchmarks, and Future Trends

To identify and structure the main tasks in retailers’ promotion management we reviewed relevant academic literature and conducted expert interviews with six senior managers from retailing, consumer goods and consulting. The interviews

Authors:
Prof. Dr. Martin Fassnacht, Dipl.-Kfm. Jerome A. Königsfeld

Open Access 01-06-2015

The influence of Facebook advertising on cognitive attitudes amid Generation Y

Social media has irrevocably transformed the manner in which society communicates and has altered perceptions and attitudes. The proliferation of Facebook usage has connected consumers to each other, to marketers and to brands in a manner that is …

Author:
Rodney Graeme Duffett

01-03-2015 | Original Empirical Research

The impact of dynamic capabilities on operational marketing and technological capabilities: investigating the role of environmental turbulence

Marketing and technological capabilities are primary drivers of a firm’s performance and thus of central interest to managers. Yet the way in which these two capabilities align with changing environments to secure superior performance remains …

Authors:
Ralf Wilden, Siegfried P. Gudergan

01-03-2015

Addressing the cold-start problem in location recommendation using geo-social correlations

Location-based social networks (LBSNs) have attracted an increasing number of users in recent years, resulting in large amounts of geographical and social data. Such LBSN data provide an unprecedented opportunity to study the human movement from …

Authors:
Huiji Gao, Jiliang Tang, Huan Liu

01-02-2015 | Schwerpunkt

Mehr Kundenorientierung durch neue Technologien im Vertrieb?

Im Rahmen der Digitalisierung im Vertrieb sollen neue Technologien Vertriebsmitarbeiter bei der Realisierung eines langfristig stabilen und profitablen Kundenbeziehungsmanagements bzw. Customer Relationship Managements (CRM) unterstütze

Author:
Prof. Dr. Lars Binckebanck

01-10-2014 | Schwerpunkt

Warum Smartphone-Nutzer nicht mobil einkaufen

Unterschiede zwischen den elektronischen Geräten (z. B. Desktop-PCs, Smartphones), die einen Zugang zum Online-Shop ermöglichen, führen bei Konsumenten zu kanalabhängigen verhaltensrelevanten Wahrnehmungen (

Author:
M.Sc. Stefanie Sohn

01-10-2014 | Schwerpunkt

Mobile Marketing: Werkzeuge und Monitoring für die Praxis

Sowohl die Funktion der Werkzeuge des Mobile Marketing als auch deren Einsatz sind Gegenstand punktueller Forschung (

Meyer 2014

;

Kreutzer 2012

). Di

Author:
Prof. Dr.-Ing. Manfred Leisenberg

01-10-2014 | Schwerpunkt

„Das Nutzer- und Konsumentenverhalten treibt die technologische Entwicklung“

Author:
Carla Thaper

01-07-2014 | Original Empirical Research

The financial contribution of customer-oriented marketing capability

This article assesses the financial contribution of marketing capability. In contrast with previous research, which conceptualizes marketing capability as the deployment of marketing resources to achieve sales, this study conceives marketing …

Authors:
Fernando Angulo-Ruiz, Naveen Donthu, Diego Prior, Josep Rialp

01-03-2014

Datebook

Author:
Matt Lauer

01-11-2013 | Spektrum

Was B2B-Mittelständler von Amazon & Co. für die Kundenakquise -lernen können

Als Ergänzung oder Alternative zu klassischen Kommunikationskanälen wird im B2C-Geschäft das Online-Marketing genutzt. B2C-Online-Händler wie Amazon, Zalando oder Tirendo spielen ebenso virtuos wie strukturiert auf der gesamten Klaviatu

Authors:
Mark Hartmann, Dr. Florian Heinemann

01-08-2013

Social und Mobile Media in deutschsprachigen Unternehmen 2012

Eine vergleichende Bestandsaufnahme

Eine Onlineumfrage in 2012 mit 240 Vertretern deutschsprachiger Unternehmen ergibt, dass mobile Medien und soziale Netzwerke vor allem im Kundenmanagement und in der internen Unternehmenskommunikation eingesetzt werden.Für den Einsatz von Social Medi…

Author:
Prof. Dr. Christoph Lattemann

01-04-2013

Factors Affecting Consumer Acceptance Mobile Broadband Services with Add-on Advertising: Thailand Case Study

There are two methods for mobile advertising: SMS and broadband advertisement. Previously SMS is the most common way of mobile advertising. Previous researches on consumer acceptance have been focused on SMS advertisement. This paper aims to …

Authors:
Charnsak Srisawatsakul, Borworn Papasratorn

01-03-2013

Examining continuous usage of location-based services from the perspective of perceived justice

Due to the privacy risk associated with using location-based services (LBS), users are often reluctant to adopt and use them. Drawing on the justice theory, this research identified the factors affecting continuous usage of LBS. Perceived justice …

Author:
Tao Zhou

01-02-2013 | AKTUELLES SCHLAGWORT

Near Field Communication (NFC)

Authors:
Michael J. Harnisch, Iris Uitz

01-10-2012 | MARKETINGMANAGEMENT

Cause-related Marketing – Mit Testimonials zum Erfolg

Eine optimal durchgeführte CrM-Kampagne kann eine Win-Win-Win-Situation für die drei beteiligten Akteure – Unternehmen, NPO und Konsument – herbeiführen (siehe Tabelle

1

) (Berglind/Nakata

Authors:
Prof. Dr. Beatrix Dietz, Julia Senne, Frauke Fuhrmann

01-10-2012 | HAUPTBEITRAG

Der QR-Code – aktuelle Entwicklungen und Anwendungsbereiche

Seit Jahren werden Barcodes zur Kennzeichnung und Identifikation von Produkten eingesetzt. Diese enthalten dabei Informationen, die nach bestimmten Vorgaben verschlüsselt und anschließend codiert dargestellt werden. Durch den Trend zu mobilen Datenba…

Authors:
Iris Uitz, Michael Harnisch

01-09-2012 | SPECIAL Digitale Zukunft

„Die strategische Überlegung muss immer am Anfang stehen“

Interview mit Professor Dieter Kempf

Professor Dieter Kempf, Bitkom-Präsident und Vorstandsvorsitzender der DATEV, über die Marketing-Trends Social Media, Smart TV und Mobile Marketing.

Author:
Imke Sander

01-09-2012 | Planung

Zehn Mythen über Mobile Marketing

Gastbeitrag: Mobile Marketing

Konsumenten und Anwender effizient und punktgenau über den Kanal Mobile anzusprechen, ist für viele Marken und Unternehmen noch eine Herausforderung. Oftmals scheitern solche Projekte daran, dass sie nicht nahtlos in die übergreifende Marketingstrate…

Author:
Michael Dunke

01-08-2012

Die mobile Kundenkarte

Im Zentrum dieses Beitrags stehen die Möglichkeiten der Kundenbindung durch Mobiltelefone. Zuerst werden die Prozesse und Werkzeuge des traditionellen Customer Relationship Management (CRM) analysiert und in einen mobilen Prozess überführt. Die mobil…

Authors:
Dr. Elisabeth Pergler, Dr. Christian Kittl, Mag. Christian Adelsberger, Mag. Manfred Altenstrasser

01-07-2012 | ZfB-Special Issue 4/2012

Digitalisierung und Konvergenz von Online- und Offline-Welt

Einfluss der mobilen Internetsuche auf das Kaufverhalten

Die zunehmende Verbreitung von internetfähigen Mobiltelefonen (Smartphones) führt dazu, dass immer mehr Konsumenten das mobile Internet nutzen. Damit einhergehend findet eine Integration von standortbezogenen Diensten, sogenannten Location-Based Serv…

Authors:
MBA Dipl.-Wirtsch.-Inf. (DH) Stephan Daurer, Dipl.-Kfm. Dominik Molitor, Prof. Dr. Martin Spann

01-06-2012 | PLANUNG

Relevanz, Reichweite, rigorose Kundenbindung

Haushaltswerbung

Haushaltswerbung stellt für den Handel eine günstige und im Mediamix in den nächsten Jahren weitverbreitete Möglichkeit dar, Prospekte, Flyer und Kataloge unadressiert oder teiladressiert an hiesige Haushalte zu verteilen. Ziel: den Filialen per …

Author:
Kristina Schreiber

01-06-2012 | Planung

Analoge und digitale Dämme brechen

Social Media ist nicht das Nonplusultra der Kommunikation, steht aber für eine neue Dialog-Ära: Zuhören und handeln lautet die Devise nicht nur in Communities, sondern im gesamten Unternehmen und in allen Medien. Kunden haben die Wahl, und sie wählen…

Author:
Steffanie Gohr

01-06-2012 | MUM-KONGRESS

Echte Verknüpfung der Vertriebskanäle ist die hohe Kunst der nächsten Jahre

Multichannel-Vertrieb

Prof. Dr. Dirk Morschett, Professor für Management an der Universität Fribourg und Direktor des Zentrums für Europastudien, spricht über die Herausforderungen und Möglichkeiten im Multichannel-Vertrieb.

Author:
Anja Schüür-Langkau

01-06-2012 | INTERVIEW

» Emerging markets are becoming core business for multinationals «

01-06-2012 | Kontaktstudium

Präferenzen für Pay-As-You-Drive-Versicherungsmerkmale bei Privatkunden — Eine conjoint-analytische Untersuchung —

Pay-As-You-Drive-(PAYD-)Versicherungen beinhalten die Erfassung, Auswertung und oft über Mobilfunknetze realisierte Übertragung von Fahrdaten für Personenkraftwagen (Pkw), um so das fahrzeugspezifische Unfallrisiko in die Kalkulation von …

Authors:
Univ.-Prof. Dr. Torsten J. Gerpott, Dipl.-Kff. Sabrina Berg

01-05-2012

Modeling users’ acceptance of mobile services

The success of mobile services adoption hinges on their ability to cover user needs and attract consumer interest. The extant literature focuses on understanding the factors that might affect consumers’ actual adoption of such services through …

Authors:
Theodora Zarmpou, Vaggelis Saprikis, Angelos Markos, Maro Vlachopoulou

01-03-2012 | Planung

Echte Verknüpfung der Vertriebskanäle ist die hohe Kunst der nächsten Jahre

Multichannel-Vertrieb
Author:
Anja Schüür-Langkau

01-03-2012 | Planung

Weg vom Rabattdenken

Mediaplanungs-Trends 2012

Die Budgets werbungtreibender Unternehmen wachsen nicht in den Himmel. Wenngleich die deutsche Binnenkonjunktur und der Werbemarkt den rezessiven Strömungen des Weltwirtschaftsklimas bisher trotzen, müssen wir die Entwicklung 2012 sorgs

Author:
Olaf Schlippe

01-12-2011 | Planung

Print kämpft an zwei Fronten

Printmedien

Die großen Themen der Gattung Print im Jahr 2012 heißen Werbewirkungsforschung, Leistungsschutzrecht und Paid Content. Denn Print muss sich nicht nur vor TV beweisen, sondern vor allem gegenüber Online.

Author:
Olaf Schlippe

01-12-2011

A User-Centric Approach for Personalized Service Provisioning in Pervasive Environments

The vision of pervasive environments is being realized more than ever with the proliferation of services and computing resources located in our surrounding environments. Identifying those services that deserve the attention of the user is becoming …

Authors:
Anis Yazidi, Ole-Christoffer Granmo, B. John Oommen, Martin Gerdes, Frank Reichert

01-12-2011

Contextualized User-Centric Multimedia Delivery System for Next Generation Networks

Telecommunication and Internet services are constantly subject to changes, seeking the customer’s full satisfaction. Enriching these services with innovative approaches such as context-aware, social, mobile, adaptable and interactive mechanisms …

Authors:
Jose Simoes, Thomas Magedanz

01-11-2011 | Special

Raus aus der Einbahnstraßen-Kommunikation

Serviceplan Health & Life

Serviceplan Health & Life ist eine Strategie- und Kreativagentur. Ursprünglich auf Dienstleistungen für die Pharmaindustrie spezialisiert, erweiterte die Agentur 2009 ihre Kundenausrichtung auch auf Unternehmen außerhalb der Pharmab

Author:
Isabel Kiely

01-10-2011 | Aufsatz

Wertschöpfung im Mobilfunkmarkt

Ein Referenzmodell für die Rolle(n) des Mobilfunkanbieters der Zukunft

In den letzten Jahren hat der Wettbewerbsdruck im Mobilfunkmarkt stark zugenommen. Neue Geschäftsmodelle und damit neue Akteure bestimmen zunehmend den Markt. Im vorliegenden Beitrag wird die Rekonfiguration von Wertschöpfungsstrukturen und -strategi…

Authors:
PD Dr. Key Pousttchi, Dipl. iur. oec. Yvonne Hufenbach

01-10-2011 | Dimensionen

Mehr als nur ein „Communication Shift“: Neue Formen des Mediamix im lokalen Markt

Die Außenwerbung („Out-of-Home-Media“), ob Plakat, Transportmedienwerbung oder Ambient Media, ist zwar lokal und sublokal steuer- und buchbar. Aufgrund der Kosten der professionellen Werbemittelerstellung findet sie jedoch stärker bei n

Author:
Prof. Dr. Thomas Breyer-Mayländer

01-10-2011 | Literaturhinweise

Communication Shift

Arnhold, U. (2010)

01-10-2011 | Research Paper

Value Creation in the Mobile Market

A Reference Model for the Role(s) of the Future Mobile Network Operator

In recent years competitive pressure in mobile markets has increased remarkably. New business models and thus new actors have entered the market. This contribution analyzes the reconfiguration of value structures and strategies in mobile markets. For…

Authors:
PD Dr. Key Pousttchi, Dipl. iur. oec. Yvonne Hufenbach

01-09-2011 | Original Empirical Research

Wie wirkt SMS-basierte Direktwerbung?

Der Short Message Service (SMS) besitzt durch seine annähernd alle Bevölkerungsschichten durchdringende Verbreitung großes Potenzial für den Einsatz als Werbemedium. Bisherige empirische Untersuchungen berichten jedoch nicht selten von negativen allg…

Authors:
Philipp Heim, Thomas Reutterer, Eva Walter

01-09-2011 | Kontaktstudium — Crm-Lösungen

Akzeptanz mobiler CRM-Lösungen und marktstrategische Unternehmensausrichtung — Ergebnisse einer empirischen Untersuchung und Implikationen für Unternehmenspraxis und gestaltungsorientierte Forschung

Der Einsatz mobiler Anwendungen birgt erhebliche Potentiale für eine effektive und effiziente Gestaltung von Geschäftprozessen im Bereich des Customer Relationship Management (CRM) und zur Unterstützung unterschiedlicher marktstrategischer …

Authors:
M.A. Dipl.-Wirt.-Inf. (DH) Constantin Houy, PD Dr. Peter Fettke, Prof. Dr. Peter Loos

01-06-2011 | Planung

Vielfältig statt eindimensional

Zielgruppe Kinder und Jugendliche

Fernsehen spielt im Leben von Kindern eine zentrale Rolle. Auch Printmedien sind sehr beliebt, da Kinder einen starken Bezug zu den Medien behalten, mit denen sie Lesen gelernt haben. So gilt die Stärke des Kinderzeitschriftenmarktes als ungebrochen.

Author:
Steffanie Gohr

01-03-2011 | planung spectrum

Außenwerbung steuert in eine digitale Zukunft

Out-of-Home

Einer der Haupttrends der nächsten Jahre ist laut Jochen Gutzeit, Geschäftsführer FAW, die Verknüpfung unterschiedlicher Medien: „Die Fragmentierung des Medien­marktes macht es immer schwieriger, mit wenigen Medien die Zielgruppe zu err

01-02-2011 | planung spectrum

POS in der Jackentasche

Mobile Marketing

Smartphone-Nutzer sahen dabei doppelt so häufig Werbung wie der durchschnittliche Handy-Nutzer. Die Hälfte aller 64,3 Millionen Smartphone-Besitzer in den EU-Ländern erinnert sich, Werbung beim mobilen Surfen oder in einer App gesehen z

01-01-2011 | planung spectrum

Fluch oder Segen fürs Dialogmarketing?

Direktmarketing

Noch vor zehn Jahren setzte die Unternehmensberatung Bain & Company Germany/Switzerland vor allem auf einen MarketingMix aus Print, Eventmarketing und Mailings, berichtet Recruiting-Chefin Diana Eid. „Online war gleichbedeutend mit

01-12-2010 | Auf der Suche Nach der Richtigen Marketinglogik

Auf der Suche nach der richtigen Marketinglogik

Marketinglösungen lassen sich nicht beliebig kombinieren. Angestrebt sind in sich schlüssige und selektive Marketingsysteme und kein additives Marketing, welches jedes neue Buzzword aufgreift. Die Herausforderung besteht darin, die eigene Marketinglo…

Author:
Christian Belz

01-12-2010

Erfolgsfaktor Marke — Die Marketinglogik der BMW Group

Die Marke BMW wurde in der aktuellen BrandZ Top 100-Studie von Millward Brown mit einem Markenwert von 21,8 Mrd. US-Dollar zur wertvollsten Marke in der Automobilbranche gekürt. Erfolgreiche Marken zeichnen sich durch eine klare und starke Markeniden…

Authors:
Rudolf Wiedemann, Claudia von Oheimb, Marcus Schögel, Marc Jokisch

01-12-2010 | Marketinglogik

Reverse Psychology Marketing — Konsequent falsch und doch richtig

Um sich von Konkurrenten abzugrenzen und die Aufmerksamkeit der Konsumenten auf sich zu ziehen, sind innovative Marketingkonzepte und -ansätze gefragt. Viele dieser neuen Ansätze können unter dem Begriff „Reverse Psychology Marketing“ subsumiert werd…

Authors:
Thomas Foscht, Marion BrandstÄtter, Indrajit Sinha

01-11-2010 | planung spectrum

Wir-Gefühl und Social Media im Trend

E-Mail-Marketing

Schlichte Botschaften per E-Mail reichen nicht mehr. Um die Reichweite zu steigern, setzen E-Mail-Marketer auf die digitale Vernetzung mit Social Media und Mobile Marketing. …

Author:
Steffanie Gohr

01-10-2010 | fokus thema

Neue Technologien fordern zum Umdenken auf

Interview Martina Winicker, Geschäftsführerin Ifak

01-08-2010 | Strategie

Neue Wege zum Kunden — Innovationen in der Kunde-Bank-Interaktion

Die Interaktion einer Bank mit ihren Kunden hat sich in den vergangenen Jahrzehnten deutlich weiterentwickelt. Zwar sind auch nach dem E-Business-Hype die physischen Filialnetze weiterhin von Bedeutung, jedoch hat die Entwicklung zu

Authors:
Prof. Dr. Rainer Alt, Till Möwes, Dr. Thomas Puschmann

01-08-2010 | IT + Organisation — Wum-Sonderstrecke

Neue Wege zum Kunden

Kunde-Bank-Interaktion

Die Zeitschriften BANKMAGAZIN sowie Wirtschaftsinformatik und Management zeigen, welche innovativen Ansätze die Kunde-Bank-Interaktion bereichern. Mit dabei: Multi-Touchbasierte Beratungssysteme, virtuelle Kreditkarten und die elektronische ID. …

Authors:
Dr. Rainer Alt, Till Möwes, Dr. Thomas Puschmann

01-08-2010

Monitoring the Ethical Use of Sales Technology: An Exploratory Field Investigation

The use of technology in marketing has become an increasingly important competitive tool in developing and maintaining efficient and productive customer relationships. However, the ethics of using this technology has received little attention. This s…

Authors:
Victoria Bush, Alan J. Bush, Linda Orr

01-06-2010 | Anwendungsbeispiele

Kundensegmente und Preisbereitschaften für Premiumautomobile — Eine Studie

Der Automobilmarkt ist international durch eine hohe Preisdynamik geprägt. Premiummarken stehen vor der Herausforderung, Markenführung mit hoher Preiswertstabilität und kundenseitigen Preiserwartungen in Einklang zu bringen. Die Studie prüft in diese…

Authors:
Martin Einhorn, Michael Löffler

01-06-2010

An empirical comparison of consumer usability preferences in online shopping using stationary and mobile devices: results from a college student population

To determine the differences in user preferences between electronic and mobile commerce in consumer shopping, a 25-item survey concerning usability aspects of the two media was implemented on one hundred and eighteen college e-shoppers with …

Authors:
A. Ant Ozok, June Wei

01-06-2010

The conceptual model of context for mobile commerce applications

Mobile commerce applications adhering to anytime and anywhere paradigm, required to be flexible. They should be able to adapt their interface, services and content towards a certain context. Several proposals for definition of context have been …

Authors:
Poulcheria Benou, Costas Vassilakis

01-06-2010

Buchmagazin

01-04-2010 | Digitale Touchpoints

Customer Touchpoints im stationären Einzelhandel — Potenzial von Pervasive Computing

Je mehr individuelle Leistungen die Kunden verlangen, desto mehr Informationen benötigen die Anbieter. Während die Händler im Distanzgeschäft über personalisierte Daten ihrer Kunden und vor allem im Online-Shop über Bewegungsdaten verfügen, hat der s…

Authors:
Julian Mennenöh, Stefanie Kristes, Florian Alt, Alireza Sahami Shirazi, Albrecht Schmidt, Hendrik Schröder

01-03-2010 | Original Paper

Property, privacy and personhood in a world of ambient intelligence

Profiling technologies are the facilitating force behind the vision of Ambient Intelligence in which everyday devices are connected and embedded with all kinds of smart characteristics enabling them to take decisions in order to serve our preferences…

Author:
Niels van Dijk

01-03-2010 | Top-Story

Neue Wege zum Kunden mit Twitter, Xing & Co.

Soziale Netzwerke und Microblogging-Dienste im Internet boomen — und gewinnen auch als Absatz- und Werbekanal an Bedeutung. Doch bietet die schöne neue virtuelle Interaktionswelt wirklich grenzenlose Vertriebschancen?

Author:
Gabi Böttcher

01-11-2009 | Technologie

„Good bye Medienbruch“ — Wie Mobile Tagging die Welt verknüpft und das Handy zum Barcodescanner wird

Das Mobile Web kommt — doch wie kann das Handy als dritter Bildschirm neben TV und PC in das bisherige Angebot integriert werden? Dass im Mobile Web andere Regeln gelten als im stationären Netz, ist mittlerweile bekannt. Trotzdem werden mobile Anwend…

Author:
Marvin Hegen

01-09-2009 | planung spectrum

Junge Liebe statt alte Feindschaft

Print-Mobile-Konvergenz

Dass Print- und Online-Medien miteinander konkurrieren, ist ein veralteter Irrtum. Gerade die Kombination von Print und Mobile ist für Marketer und Mediaplaner interessant.

Author:
Steffanie Gohr

01-09-2009 | Produkte & Tools

E-Mail- Marketing als Vertriebspush

Online-Kundenbindung

Erfolgreiche Kundenbindung ist ein wichtiger Schlüssel in Business to Business (B2B)-Märkten — gerade in wirtschaftlich anspruchsvollen Zeiten. Allen voran punktet E-Mail- Marketing als Tool für effizientes Vertriebsmarketing. …

Author:
Stefan von Lieven

01-06-2009 | Original Article

Proposing a comprehensive framework for analysis and engineering of mobile payment business models

Although in the era of third generation (3G) mobile networks technical hurdles are minor, the continuing failure of mobile payments (m-payments) withstands the endorsement by customers and service providers. A major reason is the uncommonly high …

Authors:
Key Pousttchi, Max Schiessler, Dietmar G. Wiedemann

01-06-2009

Retail spatial evolution: paving the way from traditional to metaverse retailing

This paper examines the evolution of retailing, i.e. from traditional to electronic to metaverse retailing and sheds light on the ways metaverses influence that evolution. The spatial dimension is taken into consideration as retailers could …

Authors:
Michael Bourlakis, Savvas Papagiannidis, Feng Li

01-03-2009 | IT-Trends

Mehr drin, als man denkt

SB-Lösungen

Auf der diesjährigen Wincor World wurden Trends und innovative Lösungen gezeigt. …

Author:
Alexa Michopoulos

01-01-2009 | Märkte

Die Zukunft liegt in Communities

Ein Handy ist nach drei Monaten veraltet, schrille Mode wird täglich neu erfunden. Was wollen die Kunden von morgen? Was trinken die Menschen in der Zukunft? Und warum trinken sie genau das? Trendforscher sind weltweit im Einsatz und suchen nach Antw…

Author:
Birgit Wermann

01-12-2007

Analysis and Classification of Multi-Criteria Recommender Systems

Recent studies have indicated that the application of Multi-Criteria Decision Making (MCDM) methods in recommender systems has yet to be systematically explored. This observation partially contradicts with the fact that in related literature …

Authors:
Nikos Manouselis, Constantina Costopoulou

01-10-2007 | Vertrieb

Zwischen Multikanal und Mehrwerten

Mobile Marketing

Statistisch besitzt jeder Deutsche eine Mobilfunkkarte. Somit liegt es auch für Banken nahe, Services oder Produkte über das Handy anzubieten. In der Vergangenheit sind mehrere Konzepte gescheitert — aber nun wagen einige Finanzdienstleister einen ne…

Authors:
Anja Kühner, Anita Kluck

01-07-2007

A Repeatable E-Collaboration Process Based on ThinkLets for Multi-Organization Strategy Development

In recent years, multi-organizational collaboration has become more and more important in both business and research. We conducted an action research (AR) intervention with a consortium of Finnish universities that needed to revise its joint strategy…

Authors:
Johanna Bragge, Hilkka Merisalo-Rantanen, Antti Nurmi, Leena Tanner

01-06-2007

Improving mobile search using content enrichment

Providing an effective mobile search service is a difficult task given the unique characteristics of the mobile space. Small-screen devices with limited input and interaction capabilities do not make ideal search devices. In addition, mobile …

Authors:
Karen Church, Barry Smyth

01-06-2007 | Praxis

Wenn das Handy zweimal piepst

Mobile Marketing

Die Verknüpfung von Internet und Handy eröffnt neue Wege der Kundenansprache. Informationen über besondere Aktionen oder neue Produkte können zeitnah und gezielt versandt werden; der Kunde wird dabei selbst aktiv. …

Author:
Christoph Muhr

01-06-2006 | Regular Paper

SpaceGlue: linking spaces for adaptive service location

We describe a mechanism called SpaceGlue for adaptively locating services based on the preferences and locations of users in a distributed and dynamic network environment. In SpaceGlue, services are bound to physical locations, and a mobile user …

Authors:
Tomoko Itao, Satoshi Tanaka, Tatsuya Suda, Atsushi Yamamoto

01-04-2006 | WI-Aufsatz

Quantifizierung IKS-basierter Marktleistungen

Analyse eines werbefinanzierten Geschäftsmodells für den Mobile Commerce

Die systematische Gestaltung IKS-basierter Marktleistungen stellt ein gemeinsames Forschungsfeld von Wirtschaftsinformatik und Marketing dar. Anhand eines Marktproblems der Mobilfunkbranche wird zur Entwicklung von Entwurfsmustern der Wertschöpfung d…

Authors:
Dipl.-Wirtsch.-Inf. Stefan Figge, Dipl.-Kfm. Sven Theysohn

01-06-2005

Japanische Konsumenten und ihre Einstellung gegenüber Werbung im mobilen Internet

Das mobile Internet gilt als interessantes Marketinginstrument der Zukunft. Konsumenten können ortsund zeitunabhängig direkt mit Informationen angesprochen werden, was das mobile Internet vor allem als Werbemedium interessant macht. Die Effektivität …

Authors:
Akihiro Inoue, Parissa Haghirian

01-06-2005

Bestimmungsfaktoren der konsumentenseitigen Akzeptanz von Mobile Marketing

Mit zunehmender Marktpenetration von Mobilfunktelefonen und der sukzessiven Etablierung leistungsfähiger übertragungsstandards im Mobilfunk (UMTS) steigt das Interesse werbetreibender Unternehmen an der Verwendung dieses Mediums zum Zwecke der werbli…

Authors:
H. H. Bauer, T. Reichardt, M. M. Neumann

01-02-2005 | WI — Schwerpunktaufsatz

Strategy Alignment of Mobile Solutions in Customer-Oriented Processes

In this paper we analyze how companies define their strategy, especially how they interact with and appear to the customer. Based on a framework of five goals in customer oriented strategy, we classify seven cases. Analyzing the strategic premises an…

Authors:
Dipl.-Wirt.-Inform. Ragnar Schierholz, Dr. Lutz Kolbe, Prof. Dr. Walter Brenner

01-01-2005 | Marketing

Effektvoll im Einsatz für die Marke

Leichtbausysteme und Displays

Leichtbausysteme und Displays sind zur Unterstützung von Marketingaktivitäten nicht mehr wegzudenken. Sie sind längst fester Bestandteil der mobilen Werbewelt. …

Author:
Annic Kohlbrück

01-10-2004 | Special Gesundheitsmarkt

Mit dem richtigen Mix zu mehr Kundenbindung

Kundenmagazine im Pharmamarkt

Kundenmagazine sind ein besonders wirkungsvolles Instrument der Kundenbindung. Doch ein gutes Printprodukt ist dabei nur die halbe Miete — die volle Schlagkraft entwickelt sich erst durch einen crossmedialen Ansatz. …

Author:
Scott Bender

01-10-2004 | Banking

Märkte erobern mit innovativen Ideen

Innovative Marketingideen, angefangen beim Mobile Marketing über Kooperations- bis hin zu Duftmarketing, halten auch in der Finanzdienstleistungsbranche Einzug. …

Authors:
Reinhard Gerstner, Guido Hunke

01-02-2003 | Marketing

Mobile Botschaften direkt in die Zielgruppe

Mobile Marketing

Mit mobilem Marketing über das Handy lassen sich Werbebotschaften schnell und mit hohem Responsewert direkt in die Zielgruppe tragen. Ein Überblick über Möglichkeiten mobiler Marketingkampagnen — von SMS bis MMS. …

Author:
Eva Susanne Krah

01-10-2002

Competitive Strategy for Media Companies in the Mobile Internet

The provision of mass media content over next-generation 3G mobile networks is envisioned as an exciting new application of new media. This paper focuses on the mobile Internet as strategic challenge for media and entertainment companies. It …

Author:
M.A. Dipl.-Kffr. Valerie Feldmann

01-10-2002

Competitive Strategy for Media Companies in the Mobile Internet

The provision of mass media content over next-generation 3G mobile networks is envisioned as an exciting new application of new media. This paper focuses on the mobile Internet as strategic challenge for media and entertainment companies. It …

Author:
M.A. Dipl.-Kffr. Valerie Feldmann

01-08-2002 | Marketing

Absatzkick durch effiziente Verkaufsförderung

Werben mit Low Budget

Marketingleiter stehen im Moment verstärkt unter dem Druck, ihre knappen Werbegelder sinnvoll einzusetzen. Intelligente Verkaufsförderung kann eine kostenschonende Alternative zur klassischen Werbung sein.

Author:
Christoph Muhr