Mba Report

Internship report

Analyzing the environment of Mobile Marketing using Short Message Service

By

Sandrine DEBETAZ

Ecole des HEC – Management Degree University of Lausanne Sandrine.Debetaz@unil.ch

Academic Year 2004-2005

Version 1.6 10/6/04

Internship supervisors: Katarina Stanoevska-Slabeva, Media and Communications Institute, University of St-Gallen Yves Pigneur, Business and Information Systems Institute, University of Lausanne

Table of Content
1. Introduction .................................................................................................................. 1 2. State of the art.............................................................................................................. 2
2.1 Definitions............................................................................................................................2 2.2 Classifications.....................................................................................................................4 2.2.1 Classifications of the different types of Mobile Marketing ...............................................4 2.2.2 Classifications of the different types of Mobile Messaging campaigns ...........................5 2.3 Mobile Marketing in the Marketing Mix..............................................................................9 2.3.1 Marketing Mix .................................................................................................................9 2.3.2 Mobile Marketing activities, aims and options...............................................................10 2.3.3 Impact of Mobile Marketing on the relationship with customers....................................11 2.3.3.1 One-to-One Marketing.................................................................................................... 11 2.3.3.2 Customer Importance ..................................................................................................... 12 2.3.4 Personal... [continues]

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