Concepedia
SSRN Electronic Journal · 2009 · 15 citations · 10 references
Open access
BusinessMarketingMarketing ManagementAdvertisingDigital MarketingE-commerce SystemsE-commerce MarketingMobile AdvertisingMobile CommerceMobile CommunicationMobile MarketingMobile Communication Technologies
10
Return on Marketing: Using Customer Equity to Focus Marketing Strategy
Roland T. Rust, Katherine N. Lemon, Valarie A. Zeithaml · Journal of Marketing · 2003 · 2.1K citations
Business, Marketing, Marketing Management +9
Intentions to Use Mobile Services: Antecedents and Cross-Service Comparisons
Herbjørn Nysveen · Journal of the Academy of Marketing Science · 2005 · 1.3K citations
Business, Information Systems, Management Information Systems +13
Explaining consumer acceptance of handheld Internet devices
Gordon C. Bruner, Anand Kumar · Journal of Business Research · 2003 · 1K citations
Business, Information Systems, Marketing +14
Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study
Hans H. Bauer, Stuart J. Barnes, Tina Reichardt et al. · Kent Academic Repository (University of Kent) · 2005 · 872 citations · Full text
Business, Marketing, Marketing Management +14
Exploring the Implications of M-Commerce for Markets and Marketing
S. Balasubraman, R. A. Peterson, Sirkka L. Järvenpää · Journal of the Academy of Marketing Science · 2002 · 682 citations
Business, Marketing, Marketing Management +10