Year: 2015
Type: conference-paper
Abstract: Along with the development of internet connected devices, Mobile Marketing is expected to be ubiquitous in the near future. In order to deliver right mobile offers, the need to better know the customer is now crucial. This article develops a theoretical marketing framework to categorise the most relevant information linked to mobile data which complements traditional CRM data models. Three dimensions are identified: context, time line and source of the information. The matching of this framework with the current and future mobile technologies is then analysed.
Source: Procedia Computer Science
Authors: Christian Colot, Isabelle Linden
Institution: University of Namur
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W616487000