Title: Applying the Delta model to mobile marketing management in the US marketplace

Authors: Dawn N. Jutla, Wei Yu

Addresses: Department of Finance, Information Systems, and Management Science, Sobey School of Business, Saint Mary's University, Canada. ' SAP HR/Payroll, Department of Finance, Province of Nova Scotia, Canada

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.

Keywords: Delta models; mobile marketing; m-marketing; customer churn; customer acquisition; online marketing; marketing strategy; organisation competitiveness strategy; strategy models; e-marketing; marketing management; strategic alignment; mobile telecommunications; United States; USA; internet marketing.

DOI: 10.1504/IJEB.2008.019105

International Journal of Electronic Business, 2008 Vol.6 No.3, pp.216 - 231

Published online: 29 Jun 2008 *

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