?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.relation=https%3A%2F%2Fmpra.ub.uni-muenchen.de%2F2925%2F&rft.title=A+Contribution+to+Theory+Building+for+Mobile+Marketing%3A+Categorizing+Mobile+Marketing+Campaigns+through+Case+Study+Research&rft.creator=Pousttchi%2C+Key&rft.creator=Wiedemann%2C+Dietmar+Georg&rft.subject=M21+-+Business+Economics&rft.description=Marketing+experts+consider+the+mobile+device+as+an+extremely+promising+marketing+tool+as+it+supports+them+to+cope+with+their+major+challenge%3A+getting+time+and+attention+from+customers.+Current+mobile+marketing+research+mostly+covers+success+factors+and+acceptance+analysis.+Categorization%2C+when+addressed%2C+lacks+in+appropriate+foundation+and+is+not+linked+to+objectives+at+all.+In+this+article+we+examine+55+case+studies+in+order+to+identify+relevant+characteristics+of+mobile+marketing+campaigns.+The+outcome+of+the+paper+is+the+derivation+of+four+mobile+marketing+standard+types+and+an+examination+of+campaign+objectives+that+can+be+addressed+by+mobile+marketing.+The+proposed+scheme+allows+to+unambiguously+characterize+any+given+mobile+marketing+campaign+and+to+identify+the+respective+objectives.&rft.date=2006&rft.type=MPRA+Paper&rft.type=NonPeerReviewed&rft.format=application%2Fpdf&rft.language=en&rft.identifier=https%3A%2F%2Fmpra.ub.uni-muenchen.de%2F2925%2F1%2FMPRA_paper_2925.pdf&rft.identifier=++Pousttchi%2C+Key+and+Wiedemann%2C+Dietmar+Georg++(2006)%3A+A+Contribution+to+Theory+Building+for+Mobile+Marketing%3A+Categorizing+Mobile+Marketing+Campaigns+through+Case+Study+Research.++Published+in%3A+International+Conference+on+Mobile+Business+(ICMB)%2C+Copenhagen%2FDenmark%2C+July+2006++%3A+pp.+1-8.++&rft.language=en