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Springer Gabler - Marketing & Sales | Mobile Support in Customer Loyalty Management - An Architectural Framework

Mobile Support in Customer Loyalty Management

An Architectural Framework

Zeidler, Christian

2009, XVII, 239p. 39 illus..

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Mobile technology has developed extremely quickly from a niche position as an exclusive wireless voice transmission technology to a multimedia enabled mass market product. Little is known, however, how mobile services can be used most effectively to intensify customer loyalty.

Christian Zeidler identifies the potential of mobile services for the management of customer relationships. He develops a framework that provides a technical infrastructure capable of leveraging these advantages through a service delivery platform. The author, thereby, provides a valuable tool for the integration of the mobile channel into the traditional marketing mix.

Content Level » Research

Keywords » Kundenbeziehungsmanagement - Kundenloyalität - Marketingsinstrumente - Mobile Informationssysteme - Systemdesign - marketing

Related subjects » Marketing & Sales - Wirtschaftsinformatik

Table of contents 

Requirements for mobile services derived from relationship marketing and customer loyalty, mobile infrastructure perspective on loyalty management, reference model for mobile supported loyalty schemes, analysis of related business models

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