Abstract
The paper describes the evolution of marketing strategies from the advent of the Web (Internet Marketing) through the advent of Social Networks (Marketing 2.0) to the evolution of Mobile Social Networks (M-marketing). Moreover the paper analyses the use that Italian people make of mobile devices and the user perception and acceptance of M-marketing on considering the characteristics that influence them. Finally a short discussion on viral marketing trend is given.
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Guzzo, T., D’Andrea, A., Ferri, F., Grifoni, P. (2012). Evolution of Marketing Strategies: From Internet Marketing to M-Marketing. In: Herrero, P., Panetto, H., Meersman, R., Dillon, T. (eds) On the Move to Meaningful Internet Systems: OTM 2012 Workshops. OTM 2012. Lecture Notes in Computer Science, vol 7567. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-33618-8_82
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DOI: https://doi.org/10.1007/978-3-642-33618-8_82
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-33617-1
Online ISBN: 978-3-642-33618-8
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