Applying the Delta model to mobile marketing management in the US marketplace
by Dawn N. Jutla, Wei Yu
International Journal of Electronic Business (IJEB), Vol. 6, No. 3, 2008

Abstract: We extend the Delta strategic model with a novel usage for aligning marketing and firm competitiveness strategies. We employ exploratory and confirmatory factor analyses on a large US data set to confirm that the aligned features in our study are significant to informing mobile marketing tasks. Results present two practical guidelines for mobile marketers. They can: assume most mobile household customers are using cheaper key technologies/services vs. early adopter technologies/services on their mobile devices; treat product, customer solution, and customer profile features as distinct. Results imply greater success if each category is inclusively targeted across a marketing campaign.

Online publication date: Sun, 29-Jun-2008

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