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Mobile Support in Customer Loyalty Management: An Architectural Framework

Mobile Support in Customer Loyalty Management: An Architectural Framework

Paperback

Series: Mobile Computing

Business GeneralManagementMarketing

ISBN10: 3834914363
ISBN13: 9783834914361
Publisher: Gabler Verlag
Published: Jul 15 2009
Pages: 239
Weight: 0.69
Height: 0.55 Width: 5.83 Depth: 8.27
Language: English
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.

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